immi drove new growth by engaging health-conscious ramen lovers in mobile apps
Audience+ helped immi unlock their next growth phase — and achieve 130% day-0 ROAS — by efficiently targeting high-value customers across a huge audience of 140 million daily active users in the US.
Category
Shopping
Marketing Objective
Creative Optimization
Background
immi makes instant ramen that’s every bit as tasty as conventional options but packed with health benefits. Their high-protein recipes deliver up to 24 grams of protein with as few as five net carbs per serving. Founded by two friends who share a love of ramen, immi is on a mission to offer nutritious choices that support better health and help manage conditions linked to poor diet.
Location
San Francisco, CA
Company Size
16
Founded
2019
The Challenge
Cracking a new growth channel to win more customers
immi’s ramen is comfort food that is not only tasty but also relatively healthy, leaving customers feeling good, not guilty. First-time customers often become repeat customers, so the key is convincing them to make that first purchase, especially given its premium price point compared to traditional instant ramen.
Having found success with social media advertising, the brand was eager to discover more ways to reach high-value customers and accelerate their growth. immi sought channels that could maximize the efficiency of their ad spend by accurately pairing the right message with the right audience while delivering access to rich performance data — without a lot of manual targeting.
The Solution
Audience+ helped immi tap into a massive audience and effortlessly achieve ROAS targets
immi launched a campaign with Audience+, AppLovin’s AI-powered performance marketing platform for e-commerce brands, to reach more than 140 million US-based daily active users in popular mobile apps. They set a cost-per-purchaser goal aligned with their desired ROAS target and repurposed the video creatives they’d been running on social media.
immi’s creative strategy addresses a range of reasons customers try their ramen, from the great flavors and nutritional benefits to the inspiring origin story. With Audience+, immi was able to leverage their highest-performing video creatives from social media and make them non-skippable for the first five seconds, which increased their chances of resonating. immi partnered with SparkLabs, AppLovin’s in-house creative agency, to develop interactive end cards that provide more product details, bundle and discount offers, and links to products on immi’s website.
Audience+’s AI — with rich data and targeting capabilities rivaling the largest social platforms — delivered the right message to the right user for maximum conversion. The campaign achieved ROAS goals within a couple of days and continued to attract new, high-value customers as immi increased spend on the platform.
The Results
Audience+ became immi’s #1 growth channel
Shoppers went in droves to immi’s website to stock up on healthy ramen after learning about immi through Audience+ ad placements. immi achieved their ROAS goals right off the bat, and revenue from their web sales nearly doubled within a month of launching the campaign.1
In Summary
Deliver personalized messages by using a variety of creatives
Launching with the top-performing videos from their social campaigns, immi set up their Audience+ campaign for immediate success. With multiple options available, the AI identified the optimal message to show each user to maximize conversion.
Seal the deal with compelling end cards
End cards offered an additional opportunity to encourage purchases after each video ad. immi’s end cards showcased discounts and bundles and provided extra credibility with customer ratings.
Audience+ has become our top channel for DTC growth.
To have a channel become not just a viable source of scale, but a significant component of our marketing strategy in under a month is really exciting.
Kevin Lee
Co-Founder
1AppLovin: October 2024
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