PhotoRoom · AI photo editing app
Make ads for small-business owners fun and consumer-style, not businesslike
Unknownpaid-social
What they did
Treats small-business owners as consumers first (they are already on Instagram/TikTok), so paid creatives are not fully optimized for businesses and carry a fun twist.
In their words
Sub Club by RevenueCat · How To Repurpose Offline Events Into Millions Of Online Impressions – Larissa Morimoto, PhotoRoom“whenever we run paid acquisition, we don't even try to optimize our creatives fully for businesses. We try to have a fun twist to it, because ultimately consumers can also be businesses.”
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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: 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: Team up with a hit movie so users can put themselves on its set