Repurposing UGC: Four Million Views

On the podcast: breaking free from the paid acquisition treadmill, how to repurpose offline events into millions of online impressions, and why a celebrity partnership can go viral but still completely flop.

This conversation is shorter than usual and will be featured in RevenueCat’s State of Subscription Apps report. Each episode in this series will explore one crucial topic and share actionable insights from top subscription app operators.

Top Takeaways:

🎯 Measure brand campaigns by search uplift, not cost per install
Comparing offline and other brand campaign CPAs to paid acquisition CPAs kills creativity before it starts. Track branded search lift and run awareness surveys instead.

📹Design every offline moment for online distribution
Bring ad creatives to your events and plan for UGC from the start. An in-person activation that reached 15,000 people generated over 4 million impressions once repurposed across ads, social, and even LinkedIn.

⚠️Celebrity reach without audience fit is wasted spend
A famous partner whose audience doesn't overlap with your ICP will move zero needles. Calm's LeBron James partnership was their most expensive and worst-performing campaign because his fans care about basketball, not better sleep.

About Larissa Morimoto: 

🚀 Senior Growth Manager (Special Projects) at PhotoRoom, the best AI photo and design platform for e-commerce.

👋 LinkedIn

Follow us on X: 

• David Barnard - @drbarnard
• Jacob Eiting - @jeiting
• RevenueCat - @RevenueCat
• SubClub - @SubClubHQ

Episode Highlights:
[0:00] Introduction to Larissa Morimoto, Senior Growth Manager at PhotoRoom
[1:10] Why PhotoRoom is turning to offline marketing for growth
[2:35] How offline experiences create real human connections with users
[3:50] The importance of building brand love over chasing growth metrics
[5:10] Turning offline interactions into user-generated content (UGC)
[6:25] Why UGC is a key driver of PhotoRoom's digital strategy
[7:40] The success of PhotoRoom’s London campaign and key learnings
[9:05] How PhotoRoom uses creative campaigns to amplify brand awareness
[10:20] The role of brand awareness in scaling beyond paid acquisition
[12:15] Balancing offline and online efforts to maximize ROI
[13:05] How PhotoRoom’s focus on emotional connections leads to long-term growth
[13:45] The impact of celebrity partnerships and influencer marketing on brand perception
[15:01] PhotoRoom’s strategy for turning offline events into online assets
[16:20] Why PhotoRoom believes in repurposing content from offline campaigns for digital platforms
[17:05] The importance of testing and experimenting with new marketing strategies
[18:02] PhotoRoom’s creative offline campaigns
[19:29] Larissa shares upcoming initiatives and job openings at PhotoRoom