Scaling Global Creativity: Z2A Drives High-Value User Acquisition for Lightricks

Lightricks

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Israel

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November 11, 2024

Scaling Global Creativity: Z2A Drives High-Value User Acquisition for Lightricks

Z2A Digital has been a great partner in achieving our mobile user acquisition goals. They've enabled us to reach new heights by delivering high-quality user volumes and aligning with our growth expectations and KPIs. The team provides strong, direct communication, and their responsiveness, transparency, and professionalism make them great partners. When challenges arise, they help to find effective solutions, and their agility and adaptability have been a good influence on our continued success in user acquisition.

Tal A.

Affiliate Marketing Lead

The Results

+185%

New Installs

+35%

Installs to Free trial

+82%

Monthly Growth in Purchases

Overview

Lightricks develops video and image editing mobile apps and softwares: creativity is at the core of everything they do. With the Facetune, Photoleap, and Videoleap apps, they give users the power to unleash their imagination and create professional-level content with ease. Whether it’s enhancing a selfie with AI-powered tweaks in Facetune, creating stunning designs in Photoleap, or telling compelling stories with Videoleap, Lightricks is all about putting creative control in the hands of their users.

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The Vision

Global Growth and High-Value Engagement

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Lightricks is focused on more than just growing its user base as it aims to acquire new users who convert into high-value, paid subscribers with strong lifetime potential. Their flagship apps, Facetune, Photoleap, and Videoleap, empower users to unleash their creativity and engage deeply with each product’s unique tools. Their user acquisition vision centers on reaching the right users who appreciate these creative features and find enduring value in them, leading to long-term paid subscription growth.

The Challenge

Scaling with Precision Across Diverse Markets

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With a vision as bold as Lightricks’, getting results at scale was no small feat. The challenge was optimizing campaigns across three distinct products (Facetune, Photoleap, and Videoleap) each with its unique audience, objectives, and user experience. Each app has its market dynamics, requiring us to fine-tune every strategy to meet the unique needs and goals of its users.

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This complexity only intensified when we expanded to a global stage. Achieving international reach while maintaining local relevance required a precise and flexible approach that would balance both global consistency and regional customization.

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To meet Lightricks' growth goals, we increased their high-value users at a cost per acquisition (CPA) that aligned with their targets while hitting return on ad spend (ROAS) benchmarks.

Our Approach

Data-Driven Strategies for Global Reach and Local Relevance

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Channel Diversification & Targeted Reach

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We expanded Lightricks’ media mix to over 20 specialized channels tailored to reach and engage audiences, from key markets like the United States, the United Kingdom, Brazil, Canada, and Germany to unexpected growth markets such as Greece, Colombia, and Singapore. The inventory was selected to drive high-value installs, focusing on audiences most likely to engage with Facetune, Photoleap, and Videoleap..

Together with the client, we created custom region tiers based on ROAS achievements. This segmentation allowed us to optimize ad spend for balanced revenue across distinct user groups, maximizing campaign returns while enhancing retention and engagement.

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Content Optimization & Audience Engagement

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To captivate users and boost engagement, we employed a diverse range of user-generated content (UGC) alongside high-quality banners, videos, and GIFs provided by the client. This blend of professional and relatable content increased interaction rates, with UGC lending authenticity and relatability, particularly valuable in connecting with Lightricks’ creative user base.

Seasonally-timed content optimizations allowed us to adjust campaigns with relevant, timely visuals and messages, keeping the user experience fresh and appealing.

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Data-Driven Retention & Conversion Focus

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Beyond installs, Z2A optimized campaigns for in-app engagement and long-term retention, focusing on increasing sign-ups, free trials, and first-time purchases. Through continuous data analysis, we monitored and refined each touchpoint in the user journey to boost install-to-trial and trial-to-purchase rates.

By adapting bidding strategies and in-app engagement incentives, we successfully increased conversion rates while maintaining the desired CPA and ROAS, aligning perfectly with Lightricks’ growth objectives.

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