Creative That Converts
185M views over six months at a $2.16 CPM. Picsart has a global user base and a deep set of editing tools, and neither of those gives anyone scrolling TikTok a reason to stop and watch one of those tools get used. SideShift built the content around the features themselves, and installs started arriving from content rather than from the ad account.
Barriers
- More ad spend was not producing more installs.
- Picsart had no access to a creator base at the scale this needed.
- There was no system for producing content at volume either.
- The opening batches missed, so the angle that worked had to be found by testing.
Approach
- Feature-led content: every video built around an editing tool that is fun to watch someone use, so the tool is the hook.
- Creator momentum: source creators capable of turning a single feature into a trend other creators copy.
- Scroll-first formats: cut for TikTok and Instagram, with the hook inside the opening seconds.
Results
- 185M views
- 13.5K total posts
- $400K total spend at a $2.16 CPM
- 6 month campaign, still running
- Top 10 to 25 on the App Store for five straight months
Conclusion
Six months in, the campaign has not been switched off, and the App Store position has held between 10 and 25 for five of those months. The change at Picsart sits upstream of both. Installs used to come out of the ad account, and now they come out of creators using the product on camera.
From the campaign
