CHALLENGE
With over 3 million users all over Europe, PhotoSì is the number 1 mobile app in Italy for printing photos, photobooks, and other photographic products, and one of the top choices among users in other European countries. Like many market leaders, PhotoSì faced a well-known challenge when thinking to scale effectively beyond the duopoly, Google and Facebook:
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What acquisition channels should they use to reach their existing audience beyond what the duopoly offered?
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How could they keep the cost of acquisitions under control without eroding the bottom line?
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How long would it take for them to effectively scale those new channels?
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Was there a hidden opportunity in promoting their services to a whole new target audience?
With these challenges in mind, PhotoSì approached REPLUG looking for ways to reinforce even further their branding in Italy and strengthen their positioning in Europe.
IDENTIFY NEW ACQUISITION CHANNEL
SCALE WITHOUT INCREASING THE CPA
ACQUIRE A NEW TARGET AUDIENCE
SOLUTIONS
CONTENT INFLUENCERS STRATEGY
After identifying on TikTok a possible winning channel for the new acquisition strategy, our marketing team created a list of content creators that would support the creation of user-generated content to be promoted both from Photosì and the influencer's account.
CREATIVES & COMMUNICATION A/B TESTING
The Paid Performance Marketing team focused on extensively creating A/B test ideas with the video contents generated by the creators, combining voice-over, text, CTAs, and music, iteratively to achieve an optimal Cost-per-Acquisition.
SCALING BUDGET WITHOUT INCREASING THE CPA
With our unique approach to paid performance marketing, the team managed to consistently refine targeting, audiences, creative assets and content, which allowed us to scale budget to 6 figures a month on TikTok, while keeping a constant CPA.
COMMUNICATION STRATEGY
INFLUENCERS ACTIVATION
The success factor in our campaigns has been the activation of micro-influencers and content creators identified on the TikTok Creators Marketplace.
The team combined an ad-hoc research of interesting profiles, with those users that were already sharing content about Photosì. The combination proved to be the perfect match to scale efficiently also from an organic stand point.
415 MILLION VIEWS
HASHTAG CHALLENGE
Thanks to the incredible results achieved on TikTok, PhotoSì decided to take a step further and add a branding element to the performance user acquisition channel used with REPLUG.
IMPACTFUL CHANGES
FOCUS ON COMMUNICATION
With a continuous research of new and fresh creative assets to avoid ad fatigue on TikTok, our paid user acquisition team worked closely in collaboration with content creators to brainstorm and brief new ideas that led to incredible results.
AUDIENCE OPTIMIZATION
TikTok proved to be a winning channel but not after an initial hesitation from the Photosì team, considering their existing (older) target audience. Our app marketing experts managed to secure a testing budget to try out the idea and scaled the budget to 6-digit a month with better CPA than Facebook.
EAT, TEST, SCALE, REPEAT
Our experts applied our marketing mantra. By continuously testing new ideas and iterating on those that worked, our performance marketing team managed to increase reach drastically and reduce the CPA dramatically also during the Christmastime (high-season for eCommerce).
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