MAËLYS is a category-defining body care brand known for its body-targeting skincare solutions, formulated with clinically tested ingredients and a strong focus on performance. Its clinically tested formulas address specific concerns with real, visible results—empowering women to feel confident in their skin. This results-driven model has built a strong global following and positioned MAËLYS as a new standard in beauty performance.
94% of purchases occurred within 1 hour of click
MAËLYS leveraged AppLovin Ad Manager to run a ROAS campaign in mobile games, optimized for day-0 conversions. As the campaign drove purchases at a lower CPA than MAËLYS’ target, the team rapidly increased their investment on the platform. Within a week, MAËLYS scaled to $200,000 in daily spend while beating their ROAS goal by 10%.
AppLovin quickly became one of MAËLYS’ top digital ads channels, driving significant daily revenue consistently by the end of the first week, then sustaining that scale over time. 94% of purchases driven by AppLovin occurred within one hour of click, demonstrating AppLovin’s effectiveness at quickly generating purchase intent and driving action.
High-volume creative testing
MAËLYS used hundreds of creatives prepared by their in-house creative team in their campaign. They added dozens of ads on a daily basis, including a variety of videos, static videos (JPEGs, PNGs, GIFs, converted into 15-second MP4s), and AppLovin Interactive Pages. This set the campaign up for success by giving AppLovin’s creative optimizer plenty of options to select the best ad for each impression—the one most likely to convert.
When we saw AppLovin’s performance exceeding our goals, we didn’t hesitate to scale—and AppLovin delivered. It was exciting to see that increasing spend translated directly into profitable growth at greater scale.
AppLovin became a significant channel in our paid media mix in a super short period of time, and given how steady the performance has been since the initial ramp-up, it’s clear this platform will be a long-term cornerstone of our marketing strategy.
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