Facetune2 by Lightricks

Product Information Facetune 2 is the next generation of the award-winning Facetune app, featuring an impressive collection of professional retouching tools. With just a few swipes, users can whiten teeth, remove blemishes, smooth skin, correct poor lighting, contour faces, enhance makeup, and add extra sparkle and glamour.

Challenges Facetune 2 has already gained a significant number of subscribers through extensive campaigns in China over the past two years. However, it faces strong competition from local apps like Meitu and Xingtu, which offer similar high-quality features. Additionally, international apps like PicsArt have stronger brand awareness in China.

Creative Strategy

• Produced over 300 high-quality HD creatives to showcase key features like the beauty camera, retouch tools, and vanishing effects in a variety of formats.
• Captured audience attention using striking visual effects created with tools such as DaVinci Resolve and After Effects.
• Developed relatable usage scenarios, such as travel photos and group shots, while leveraging Douyin’s special features to align with national trends.

Optimization Phases

• Testing Phase:
  • Utilized a large number of creatives to quickly generate impressions and move beyond the cold-start phase.
  • Tested ladder bidding strategies with different target audiences during A/B testing.
  • Explored the best combinations of creative content and copywriting.
• Stabilization Phase:
  • Monitored ad sets and adjusted daily budgets for those with low CPA/CPS based on real-time performance.
  • Selected the best-performing combinations of creative content and copywriting, running them separately for optimization.
  • Increased ROAS by identifying audiences with high purchasing power.
• Recession Phase:
  • Analyzed the reasons for ad set declines and stayed vigilant regarding industry trends.
  • Made adjustments based on system diagnostics and recommendations to maintain performance.

Results

• Daily ad spend increased to $40,000, surpassing KPI targets across multiple media platforms and traffic channels.
• CPS decreased from $35 to $25, while the average Day-7 ROAS improved from 14-21% to 23-38%.
• We became Facetune 2’s core business partner in Asia and are now assisting our client in expanding into the Korean and Japanese markets for user acquisition and creative production.