PhotoRoom · AI photo editing app
Bring your ad makers to live events and reuse the footage in ads and posts
4M+ views; TikTok-style clips did better than expected on LinkedIn
Workedugc-creatorspaid-socialorganic-social
What they did
Brought PhotoRoom's three in-house ad creatives to the Outernet on campaign day; they recorded content that was repurposed for paid ads, social posts and LinkedIn (TikToks reposted on LinkedIn). Advice: always factor UGC/online distribution into any offline activation to get ROI.
What happened
Over 4M views on collected UGC; TikToks posted on LinkedIn got far more engagement than expected (not viral).
In their words
Sub Club by RevenueCat · How To Repurpose Offline Events Into Millions Of Online Impressions – Larissa Morimoto, PhotoRoom“we brought our three ad creatives to the Outernet. And so they were also there with us on the day of the campaign and they recorded so much content that they were able to repurpose for ads and socials and even LinkedIn.”
“That's my biggest tip for anybody trying to go offline, that you always have to factor in UGC or online distribution to maximize your chances of return, especially of ROI.”
“we threw some TikToks on LinkedIn and it went... I mean, it didn't go viral, but we got way more engaged with than we expected.”
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More from PhotoRoom
All 9 PhotoRoom tacticsMore from this episode
- PhotoRoom: Grow mainly through paid ads once the product clearly worksReached ~300M downloads and $50M+ ARR; later hit ad fatigue and rising CPAs
- PhotoRoom: Rent giant street screens where passersby try the app and see their photos15,000 people reached, 4M+ online views, 18% more branded search, trade press coverage
- PhotoRoom: Judge brand campaigns by brand-name searches and surveys, not cost per installFreed the team to try new channels; claim only
- PhotoRoom: Host a press-only store event with a famous comedian and a hobby brandNo branded search uplift, vs 18% in London; an expensive lesson
- Calm: Partner with a sports superstar to promote a sleep appMost expensive and worst-performing campaign, per a former employee
- PhotoRoom: Run a TikTok ambassador programWorked for a while, then stalled as everyone copied it
- PhotoRoom: Make ads for small-business owners fun and consumer-style, not businesslike
- PhotoRoom: Team up with a hit movie so users can put themselves on its set