Lalalab exceeded ROAS targets with Addict Mobile and Moloco
CONTEXT
Lalalab, a prominent photo printing company from France, specializes in turning digital memories into tangible products like prints, photo boxes, photo books, magnets, and more. Known for its user-friendly app and diverse format offerings, Lalalab caters to a wide range of users seeking quality photo printing services that deliver directly to their homes.
Moloco is a machine learning company that provides performance solutions to help companies around the world increase the ROI of their digital strategies to accelerate growth.
CHALLENGE
Lalalab experienced constraints in acquiring new users and reaching a plateau in growth, stemming from its reliance on a limited range of content publishing sources, mainly from Self-Attributing Networks (SANs). The goal was to diversify these sources, expanding their reach and potential outside SANs (SANs to the open internet). Additionally, integrating a new platform to expand their advertising beyond SANs offered a valuable learning opportunity, paving the way for strategic onboarding and long-term success.
STRATEGY
Lalalab, in collaboration with its agency, Addict Mobile, partnered with Moloco to implement a strategic approach to diversify its marketing mix and extend reach beyond traditional walled gardens to the open internet. This initiative focused on utilizing Moloco’s advanced Machine Learning (ML) capabilities to reduce Cost Per Acquisition (CPA) and maximize revenue.
Addict Mobile facilitated a comprehensive one-month investment plan for Lalalab, aiming to evaluate the initial performance of Moloco in post-launch and establish benchmarks. Following Moloco’s recommendations, Addict Mobile developed personalized creative and content formats using their in-house tool. This ensured the creatives not only resonated with the right user at the right time with the right message but also were adapted into diverse formats for optimal performance on Moloco’s platform. Moloco’s ML engine collected and analyzed first-party data throughout the learning phase, enabling real-time campaign optimization.
RESULTS
By monitoring key performance indicators such as CPA, ROAS, and user engagement, Lalalab significantly improved its advertising strategy and saw immense growth in its performance. Through the collaboration with Addict Mobile, Lalalab’s integration of Moloco’s ML technology led to measurable advancements.
- Increased ROAS by over 12%
- Achieved top 3 sources with a decrease in Customer Acquisition Cost (CAC) by -9%
- Attained best average basket size among User Acquisition (UA) campaigns, including SANs
Author: Avishai Linde, Moloco
Our long-standing collaboration with Addict Mobile not only enables us to achieve ambitious acquisition targets but also to stay at the forefront of innovation, thanks to a continuous study of new advertising trends.
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