Activities
- UA Strategies
- Campaign Management
Client
PicsArt, Inc.
Year
May 2021 – September 2021
About
How Tykono Increased Traffic and Conversions for Picsart in China Despite High Membership Costs.
Challenge
- High yearly membership cost compared to domestic competitors offering similar features for free.
- Need to scale up traffic while maintaining reasonable CPT (Cost per Trial).
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Creative Strategies & Optimization Strategies
- Utilized Picsart’s creativity and diversity to attract a younger audience with great buying power.
- Demonstrated potentials of the app through before/after with strong visual effects of stickers, vanish effects, and posters.
- UGC style creatives with high quality mixings used to correspond to Douyin/TikTok characteristics.
- Cold start phase: Created ad-sets for keyword searching based on well-known brand awareness, generating over 100 trial conversions within KPI target.
- Stable phase: Tested different creatives for in-feed placements and duplicated the best ones using ladder bidding strategy.
- Fatigued phase: Turned off ad-sets out of system refunds cycle and increased diversity of ad-sets with different genres of creatives to attract more audience.
Results
- CPT/CPA quickly reached KPI target.
- Ad-sets entered stable phase and daily spend ROAS of 80% and up.
- Tykono now working with clients for various traffic channels for deeper collaboration.
passion leads to success
Tykono Studios