MAËLYS

MAËLYS accelerated growth by reaching shoppers in a fresh new channel

To stand out in the competitive beauty market, MAËLYS diversified its advertising stack with Audience+. Leveraging the platform’s advanced AI-powered targeting and extensive mobile reach, MAËLYS managed to beat their ROAS goal by 20% and significantly increased scale.

Marketing Objective

Web Conversions

Background

MAËLYS is a results-driven, body-focused brand redefining the rules of body care. Through a unique blend of product innovation, data, and marketing, MAËLYS creates cutting-edge, hyper-targeted solutions for specific body concerns. MAËLYS empowers a global community of women to embrace the idea that looking and feeling their best should never mean compromising.

Location

New York, NY

Company Size

50–100

Founded

2019

The Challenge

Catching a competitive edge with a profitable new growth channel

Skincare is a fast-growing and competitive industry, and it’s critical for brands to stand out to capture consumer attention and drive success. MAËLYS understood that differentiation needed to go beyond their products, extending to how and where they connect with consumers to make a lasting impact.

While MAËLYS saw strong returns with paid social and search ads, they were eager to explore new channels that introduce touchpoints with new and existing audiences. They knew that success would require both audience scale and rich commerce data to target purchase-ready buyers — a hard-to-find combination. While MAËLYS recognized that many of their customers shopped via mobile, they wanted to also effectively engage them outside of social apps.

The Solution

Audience+ connected MAËLYS to relevant customers in their favorite mobile apps

MAËLYS launched an in-app advertising campaign on Audience+, an AI-powered performance marketing platform that connects shopping brands to AppLovin’s premium network of mobile apps.

The campaign used the same full-screen video creatives MAËLYS was running on social media, each featuring a different product and the results real customers had experienced. With Audience+, the videos are non-skippable for at least the first five seconds, preventing users from quickly scrolling past. Each video is followed by an end card — produced by AppLovin’s in-house creative agency, SparkLabs — to reinforce branding, build credibility, and provide a clear call to action.

Among the 140 million US-based daily active users in AppLovin’s diverse network of apps, Audience+’s AI advertising engine identified those most likely to make a purchase and determined which creative to show each user. Within a few days, MAËLYS found that they were not only achieving their ROAS goal but beating it by a significant margin. Encouraged by these results, they increased their spend on the platform and continued to scale up gradually.

The Results

MAËLYS increased their scale and consistently beat their ROAS goal

MAËLYS began achieving their ROAS goal almost immediately after launching their Audience+ campaign and continued to beat their goal by 20%. Within 10 days of the campaign being live, Audience+ had driven the sale of thousands of items on MAËLYS’ e-commerce site.

Ultimately, they found a reliable new source of scale comparable to social — without investing significant time or resources.

In Summary

Major new source of customers

MAËLYS diversified their growth strategy to reach and convert shoppers where they’re spending a quarter of their downtime — in apps. Audience+ beat MAËLYS’ ROAS goal by 20%.

Engaging, high-performing ads

MAËLYS’ Audience+ campaign used their most successful video creatives from social media, making it quick and easy to get started on the platform. After the campaign went live, they replaced their original static end card with an interactive version designed by SparkLabs, which led to a 50% increase in conversion rate.

Audience+ opened up a whole new avenue for us to connect with shoppers we’d had difficulty engaging before, and it’s now one of our biggest sources of customers.

We were able to leverage our existing video creatives and let Audience+’s AI handle all the targeting optimizations, so it was a breeze to test and scale.

Yariv Citron
CMO