Picsart

Product Information Picsart is a versatile app full of creativity and diversity. It offers a wide range of editing tools, from basic adjustments like exposure and contrast to cinematic color grading and dramatic filters that can transform images into painting-like pieces of art.

Challenges

• Picsart has a relatively high yearly membership cost (¥398/year), while domestic competitors like JiMeng, Xingtu, and Meitu offer similar features for free with no in-app ads.
• The main challenge was to scale up campaign traffic while maintaining a low CPT (Cost per Trial).

Creative Strategies

• Determined the primary objective: to attract a younger audience with strong purchasing power.
• Immersed the target audience in real-time usage scenarios using strong visual effects and vanishing transitions.
• In addition to purely postproduction creatives, we used user-generated content (UGC) style creatives with high-quality mixes to match the characteristics of Douyin/TikTok.

Optimization Strategies

• Cold Start Phase: To quickly pass the cold start, we created ad sets specifically targeting search terms due to the brand’s established awareness.
• Stable Phase: Tested different creatives for in-feed placements along with search ad sets, utilizing ladder bidding strategies to stimulate account performance.
• Fatigued Phase: Turned off ad sets for install campaigns that passed the compensation phase. Tykono’s design team produced diverse genres of creatives to continuously attract the audience.

Results

• CPT quickly reached the KPI target, with hundreds of subscription conversions achieved within three days.
• After two weeks, with a stabilized CPT and positive ROI, the ad set spend increased significantly.
• The client requested further collaboration on additional traffic channels.