A different Ramadan campaign
Challange
Picsart struggled to grow subscriptions and user base in Middle East due to low awareness of the product and average localisation.
Solution
My team repositioned Picsart MENA creatives and image from traditional and stereotypical to a more mature, modern, and hip. Full digital activation was done across all growth and engagement channels from ASO, SEO, paid acquisition, content, partnerships and in app improvements. We collaborated with various providers to offer a variety of Arabic fonts and also improved font navigation, worked on content discovery and flows optimisation as well as partnered with Apple and local TikTok influencers to boost top of the funnel growth.
Result
In 2022 we took a different approach for Picsart promotion during Ramadan, which led reaching our highest DAU to date 2.3M and 195% YoY growth in subscription trials.
