How Paintgun launched the Lyfe Social app in Miami and reached <$2 CPI on iOS within 6 weeks

Lyfe is a social media networking app launched in Miami in 2023. It allows you to connect with friends and discover places in your neighbourhood.

‍

Given the importance of nightlife in Miami, it's a great app for those who live there. There are many venue partners and with special perks for Lyfe users. Users can check in and share photos. With this app, users can say goodbye to FOMO and boring nights.

‍

Paintgun ran the growth initiatives paid social creative production and performance marketing to launch the app.

1. Set up Appsflyer (SKAN), Meta & TikTok ads

2. App launch, creative testing & drop CPI

3. Rapid growth of user base

Performance marketing

‍

Creative Testing

Basically, 2 different ad sets were used in the Meta campaign. One was Ads Incubator to test a variety of creative and the other was Top Ads to keep the best creative. Once the winning ads were determined, they were moved to the Top Ads set. In this way, all of the ads have a chance to be highlighted.

‍

Audience Testing

Audiences were tested broadly and based on interests. In the broad audience, only location and age were targeted. In the other audience, interests such as nightlife, food and drink, and events were added. Since the interest audience targeted a specific region, the volume was low. In terms of cost per install, broad targeting performed better.

‍

Language Targeting

There are many Spanish speakers in the United States. To reach all users, Spanish creatives and copies were used, as well as language targeting.

‍

Paid social creative strategy

‍

When we started, we created long form content that was looking UGC while blending in the app’s features and what it was about.

What we realized is that to make these ads work it wasn’t so much about promoting features but more about showing the outcome of what people would get out of it. Great social life, awesome parties, etc, etc. So the ads became simpler and slimmed down to showing a great party life, quick app screenshots + end screen (so there’s a CTA that should help people convert).

‍

Once we figured out the right creative strategy we’ve made some optimizations:

Via our software we saw very quickly which features, benefits, and other characteristics which were tracking positively on larger data sets. This software is being used by the entire team on a daily basis to have the right data as input for design sprints.