Tweak, is an innovative AI image generating tool that specializes in creating photorealistic portraits of users. The company has established a strong foothold in the competitive field of AI-generated imagery in South Korea, catering to users who seek realistic results. However, Tweak faced a significant branding challenge and pricing issues that required a strategic pivot. Previously, the service was branded as Peekaboo and operated as a paid web app. To address these challenges, Tweak underwent a significant transformation, reemerging as a free mobile app and working with Disrupt to gain active users in the United States.
Phase 1
Development of Marketing Strategy
The successful execution of Tweak's strategy hinged on Disrupt's expertise. Disrupt ran Tweak's advertising campaigns on Meta platforms, using a blend of creativity, data analysis, and optimization. Disrupt’s approach was systematic and involved the continuous testing and fine-tuning of content to lower the cost per app install. Disrupt meticulously tested various Meta audience settings and audience groups to determine which segment was most receptive to Tweak's app.
Phase 2
Localized Content Creation
Tweak's unique selling point was instrumental in setting it apart from its competition. While other image generation tools often produced images that seemed artificial or fake, Tweak specialized in creating photorealistic AI images that could pass as genuine portraits. This key differentiator formed the foundation of Tweak's content strategy. To achieve their ambitious goals, Disrupt targeted a specific demographic - women aged 18-30 who exhibited a strong interest in selfies and artificial intelligence. These individuals represented Tweak's ideal customer base and served as Disrupt’s demographic in mind while creating content.
Using Disrupt’s insights in the United States market and latest trends, Disrupt provided themes that have more of a chance of success in the United States than in Korea. Disrupt put their theory to the test, by creating content based on specific themes, resulting in a tremendous success. By creating unique content for the specific target audience, Tweak was able to attract users who not only used the app but also actively shared their AI-generated images on platforms like Instagram. These user-generated endorsements served as powerful catalysts for driving more downloads and engagement.
Phase 3
Continuing to Optimize
Challenges and Adaptations: One of the most formidable challenges Tweak faced was the rebranding process and transitioning from a paid web app model to a free mobile app. Adapting to this change was not only strategic but also operational. Disrupt played a crucial role in this transition by changing the app optimization strategy as well as quickly creating content based on American pop-culture trends. Additionally, Disrupt crafted engaging and culturally diverse content that resonated with a wide audience, ensuring broad appeal. A prime example was the use of Barbie-themed AI images following the successful launch of a Barbie movie, which resonated exceptionally well with the target audience.
