PhotoRoom · AI photo editing app
Team up with a hit movie so users can put themselves on its set
Unknownpartnershipsproduct-virality
What they did
Barbie movie partnership: take a selfie, PhotoRoom removes the background and places you in the Barbie set (described by host).
In their words
Sub Club by RevenueCat · How To Repurpose Offline Events Into Millions Of Online Impressions – Larissa Morimoto, PhotoRoom“y'all did an incredible partnership with the Barbie movie where you take a selfie and it removes your background and puts you in the Barbie set”
Related topics
Get tactics like this every Monday
New tactics from the week's founder interviews, each linked to where it was said.
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: Make ads for small-business owners fun and consumer-style, not businesslike