Tykono Case Studies
Picsart
Product info:
Picsart, the app itself is full of creativity and diversity. It has a huge range of editing tools available, from basic adjustments like exposure and contrast, through to cinematic color grading and dramatic filters that transform images into painting-like pieces of art
Challenge:
Picsart has a relatively high yearly membership cost (¥398/Year), whereas its domestic competitors like, JiMeng, Xingtu, Meitu do offer similar features for free with no In-App ads
Our main challenge was to scale up the campaign traffic with low CPT(Cost per Trial)
Creative Strategies:
- Determing main purpose: attract a younger audience with great buying power
- Submerging target audience into real-time usage scenarios by using strong visual and vanishing effects
- Besides pure postproduction creatives, UGC style creatives with high quality mixings were also used to match the characteristics of Douyin/TikTok
Optimization Strategies:
- Cold Start Phase – In order to pass the cold start quickly, we created ad-sets specifically for search terms due to its brand awareness
- Stable phase – Tested different creatives for in-feed placements with search ad-sets, using ladder bidding strategy to stimulate the account
- Fatigued Phase – Ad-sets for Install campaigns that passed the compensation phase were immediately turned off. Tykono’s design team produced diverse genres of creatives to attract audience
Results:
- CPT quickly reached the KPI target, with hundreds of subscription conversions in 3 days
- After 2 weeks, with stabilized CPT & positive ROI, our ad-sets spend increased significantly
- Client asked for further collaboration on more traffic channels
UA Region
China, South East Asia
YEAR
Late 2020 - Present
Client Website
Conversion Target
Install/Subscription Campaigns
