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Yulia Nekrasova
Mon Apr 10 2023

Wish Case Study

The Client

Wish is a shopping app that’s taking the world by storm. With over 100 million users, Wish has become a go-to shopping destination for people looking for a bargain. The app is well-known for its user-friendly interface, which gives a seamless shopping experience.

One of the app's unique features is the ability to haggle prices, which can be a fun and interactive way for users to get an even better deal. The app's popularity continues to grow, as it offers an exciting and affordable shopping experience for millions worldwide.

We started working with Wish right from its product launch.

Stage 1

Week 1 - Week 2

Collect Data, Reach CPI


To A/B Test and Collect Data


In the initial stage, our primary focus was accumulating relevant data, which was critical for subsequent marketing efforts. We delved deeper into understanding the client's needs and CPI, which was essential to gauge the success of our marketing strategy. We conducted rigorous A/B tests and analyzed the results to gain insights and determine KPIs.

Since we had already worked on similar projects before, like Aliexpress and Joom, we had proven methods to implement. We initially started working with a large budget which acquired 20,000-30,000 new users daily.

P.S. If you are an e-commerce project, remember that we have a lot of experience and are always happy to advise you.

Stage 2

Week 3- Week 20

Increase The Number Of Users And Purchases, Reach KPI


To Increase The Number Of Users, Purchases, and Reach KPI


In the second phase, the client changed his working standards to a stricter KPI.

KPI - 30d ROAS > 200%

To optimize campaigns in the short term, use the benchmark 7d ROAS > 100%

The main challenge for us was the fact that the users had to pay off very quickly. From previous experience, we set up a look-alike audience which gave the client the desired result.

From our cases, some of the most successful creatives were Ads with the following products:

  • Smartwatch.
  • Drones.
  • Wireless Headphones.
  • Stickers.
  • Christmas Decor.

During the second stage, we attracted 15,000 new users per month.

Stage 3

Week 21 - Week 27

Increase The Number Of Users, Traffic Optimization, and Attracting A Solvent Audience


To Increase The Number Of Users, Optimize Traffic, and Attract A Solvent Audience


At this stage, the conditions and KPI of the client had not changed so we scaled existing campaigns. This time we tested a huge number of creatives to determine the products which triggered users to purchase the most. Here are some of those creatives:

We also made a lot of creatives for various promotions, including Christmas promotions, Black Fridays, and the 11/11 promotion. Later, the client had a hard KPI, so we were always looking for different approaches to bring results.

Stage 4

Week 28 - Week 47

Planning and Growth & Keeping KPIs With Active User Downtime


To Increase Brand Awareness, And Increase Purchases


Since we had many years of experience on e-commerce projects, we could easily get the most effective advertising creatives. We tested creatives on phone accessories, small clothing items, and tools.

During our cooperation, we attracted 500,000 new Wish app users.


Now we know how to work with different cooperation models and can adapt to KPIs of varying complexity. We also know how to calculate ROAS and optimize profitable campaigns.

This project gave us even more insights into working with e-commerce clients. Our professional team could find an approach and a solution even for a client with such a high KPI.