ASMR Stars case study: creator campaigns in the US and Latin America

ASMR Stars is the world’s first and only platform dedicated exclusively to ASMR, giving creators an opportunity to earn, grow and connect through specialised professional ASMR content.

The main objective of the advertising campaigns was to attract ASMR creators to register on the client’s platform.

Preparing the landing page

Before launching the advertising campaigns, we suggested that the client create a separate landing page specifically for ASMR creators. It explained the platform’s benefits in detail and what creators would receive after registering.

This made it possible to focus traffic on the project’s target audience rather than on all users.

Testing the first advertising campaigns in the US

We started the campaigns in the US, where the main ASMR audience is concentrated. The campaigns were split into two groups:

interest-based audiences;
a lookalike audience (LAL) based on the client’s Instagram followers.

The lookalike audience performed best in the test. We also tested ads only in California and New York, the states with the most registrations on the platform. Their results were on par with the lookalike audience, so both strategies remained active.

Optimising analytics and events

At first, optimisation was based on the “platform registration” event. For a more precise assessment, we suggested adding events for registering specifically as a creator and clicking the application confirmation button. After these metrics were implemented, we switched the campaigns to the “creator registration” event.

This made it possible to track the target users specifically and adjust campaigns based on their actions.

Testing new markets

After enough data had accumulated, it became clear that the cost per creator registration in the US was too high — from €60 to €100. We proposed testing markets in Latin America and Europe: Argentina, Colombia, Chile, Peru, Brazil and Spain. The campaigns ran in Spanish and Portuguese. This reduced the registration cost to €15–20, while audience quality also improved.

The best-performing campaigns were in Colombia, Argentina, Chile and Peru.

Improving creator engagement

Despite the increase in registrations, many users did not publish content after joining the platform. To address this, we suggested that the client introduce a series of email campaigns.

These help new creators get to know the platform, understand its benefits and feel encouraged to start publishing content over time.