Case Study: Smillage achieves 30% lower CPI and 29% higher CTR with Snapchat

Smillage’s Catwalk Beauty Sees 30% Lower CPI on Snapchat

Smillage, a fast-growing mobile hyper-casual games studio founded in 2019, sought to scale its dress-up title Catwalk Beauty with U.S. Gen Z female players while lowering user acquisition costs and improving engagement and short-term retention.

Working with Baidu’s Mediago, Smillage tested Snap Ads and Story Ads—using location targeting, Snapchat Lifestyle Categories and themed creatives (red carpet, nightclub) while leveraging Snapchat’s machine learning. The campaign delivered a 30% lower CPI versus other platforms, a 29% higher CTR during the month-long test and a 15% uplift in 24-hour retention, prompting Smillage to make Snapchat a core U.S. UA channel and expand future testing.

Smillage

Zhengchao Lu

Chief Executive Officer