AppLovin - Reach your ideal customers in mobile games across diverse genres, with 150M+ U.S. daily active users. Apply for AppLovinâs Ecommerce Beta đ https://www.applovin.com/beta-application?cg_code=1132đ° Applovin Success: Kitsch ranks AppLovin as their second or third largest channel after Meta, achieving strong ROAS and scalability. They advise testing and aggressively scaling spend if initial performance is promising.đŹ Creative First, Platform Second: Kitsch tests all new messaging on Meta initially, then adapts successful creatives for other platforms, minimizing risk and maximizing efficiency.đ Incremental Testing & Attribution: Tracking incremental value across channels is crucial. They use Northbeam for holistic attribution, understanding that different platforms have varying KPIs and attribution windows.đ€ Influencer Whitelisting on Meta: Kitsch leverages influencer marketing and whitelists successful influencer content on Meta to reach new audiences and enhance Meta campaign performance. They emphasize a data-driven approach, focusing on CPM and CPV metrics.đș Diversification for Top-Funnel Awareness: To combat Metaâs reliance on automated targeting and potentially missing top-of-funnel audiences, Kitsch is investing in TV advertising to broaden reach and drive brand awareness.0:00 - Introâ0:50 - Yingying Kuangâ1:53 - Over 50% growth in 3 yearsâ4:05 - Importance of diversifying marketing channelsâ5:01 - Exploring platforms outside Metaâ6:20 - Testing channels such as influencers and podcastsâ10:20 - Attribution challenges across different marketing channelsâ15:04 - Testing and results from AppLovinâ19:05 - Downsides of Twitter20:02 - Downsides of Pinterestâ22:45 - Testing different creatives without overthinking personasâ24:03 - Scaling ad spend effectively during peak seasonsâ26:21 - Maintaining brand awareness and driving sales with channel diversificationâ27:01 - TV consumption influences marketing strategiesâ29:14 - Whitelisting ads through influencersâ31:02 - Vetting influencers to ensure effective marketingâ36:08 - Negotiation strategies for influencer partnershipsâ39:00 - Challenges entering new high-investment channels prematurelyâ41:05 - Launching new products as a growth strategy43:37 - Final chewFollow us, subscribe to our newsletter, and to see our exclusive merch check outhttps://chewonthis.io/Ron Shah - https://twitter.com/obviceoAsh Melwani - https://twitter.com/ashvinmelwaniChew On This - https://twitter.com/chewonthisdtc
