MotionLeap

Product Information MotionLeap (Pixaloop) by Lightricks, headquartered in Israel, is an App Store award-winning app and one of the most popular image editing apps worldwide. It allows users to create moving photos and animated images, offering a unique type of photo art experience.

Challenges

1. The 2020 economic downturn significantly impacted MotionLeap, as many of its users are travelers who enjoy capturing and creatively editing outdoor images. With COVID-19 keeping everyone indoors, fewer users were taking photos outside, resulting in a drop in usage.
2. MotionLeap needed a team that truly understood its features and could creatively “play” with the app to consistently develop innovative content.

Solution Prior to launching the campaign on Ocean Engine for Douyin (TikTok in China), Tykono analyzed and deeply engaged with the MotionLeap app to better understand user interaction. MotionLeap sent postbacks to Tykono, a leading mobile app tracking and attribution analytics platform. For thorough campaign optimization, key postback events included Install > Activation > Purchase.

Unlike the previous agency, which primarily reused creatives from Facebook Ads and simply re-edited them for Douyin, the Tykono creative team (Tykono Studio) collaborated directly with the client’s design team. Through smooth communication, we shared our ideas and explored localized creative concepts tailored to acquire new users on Douyin. We quickly produced more than 30 unique creatives before launching the campaign, many of which exceeded the client’s KPIs and continue to perform well today.

The Tykono creative team stayed ahead of domestic social media trends, integrating these insights with the app’s features while simplifying tutorials and demos through high-quality content. Not only did we lower the CPI and CAC, but we also fostered user engagement, with users commenting on and even sharing our ads. For example, when Jay Chou’s new movie 叱咤风云 featured a Toyota AE86 in its trailer in December, we created a MotionLeap ad that resonated with users who remembered the iconic AE86 from the popular anime and movie series, Initial D. This is just one of many examples—more of our creative work can be found on our Instagram account, TykonoStudio.

Results The purchase campaign results were outstanding, with performance exceeding KPIs and expectations. The Tykono creative team enjoyed experimenting with various visual scenes and elements through A/B testing, which led to significant success in optimizing interactive ads. Testing holiday-related video ads (particularly Christmas) resulted in improved ROI and CAC. Notably, the true ROI of the campaigns increased by 10-13%.