PhotoRoom · AI photo editing app
Judge brand campaigns by brand-name searches and surveys, not cost per install
Freed the team to try new channels; claim only
Workedanalytics-attribution
What they did
Stopped comparing brand/offline campaign CPAs to paid acquisition CPAs. Now measures brand uplift through branded search, runs brand awareness surveys, and uses qualitative measures instead of installs/conversions/retention.
What happened
Guest says comparing to paid CPAs had limited creativity; the new framework unlocked offline experiments.
In their words
Sub Club by RevenueCat · How To Repurpose Offline Events Into Millions Of Online Impressions – Larissa Morimoto, PhotoRoom“we would always compare maybe CPAs to what we were spending on paid acquisition. And that was really impacting our creativity”
“Right now we measure brand uplift through branded search, we run brand awareness surveys, and we look at very qualitative ways of measuring”
Related topics
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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: Bring your ad makers to live events and reuse the footage in ads and posts4M+ views; TikTok-style clips did better than expected on LinkedIn
- 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