The global mobile application size was estimated to be $154 billion in 2019 and is expected to grow at a CAGR of 11.5% between 2020 and 2027. While this growth might seem motivating to many companies that are about to launch their mobile app, the abundance of apps in almost every industry means that marketers need to think out of the box to benefit from these applications.
To make the most out of these apps, they need to harness the potential of existing social media platforms that can give them the necessary exposure to drive awareness just like these three mobile apps did by leveraging TikTok’s potential.
1. OKXE (Vietnam)
OKXE is a Vietnamese e-commerce marketplace that connects buyers and sellers of new and second-hand bikes.
Their Objective
OKXE aimed to drive its revenue and attract more users by increasing the number of its mobile app downloads.
Solution & Approach
OKXE joined hands with TikTok and saw instant success by creating engaging ads, especially using images and sound to increase audience engagement. TikTok Ad Manager’s suite of Creative Tools also helped OKXE save time and money for the production of ad creatives.
TiKTok also helped OKXE approach a potential target audience group in the age bracket of 18-44 to boost the number of app downloads.
The Result
The TikTok campaign helped OKXE attain a solid conversion rate of 18%. Also, its ad creative captured the audience’s attention and achieved a 46% view-through rate, with the average user watching 3.1 seconds of the 8-second ad.
2. foodpanda (Thailand)
foodpanda is a leading app-based food delivery service provider in Southeast Asia that sought to drive its usage during the pandemic.
Their Objective
The increase in food delivery services due to the COVID-19 pandemic had led foodpanda to re-establish itself as the go-to food delivery app and increase its usage in Thailand.
Solution & Approach
foodpanda collaborated with TikTok to drive home their message and turn awareness into action. It launched the #foodpandalifethatyoucanorder Branded Hashtag Challenge. It also added a Gamified Branded Effect to add an extra degree of excitement. This Gamified Branded Effect challenged users to gobble up foodpanda delivery packages flying across the screen. The goal was to outperform other TikTok users.
foodpanda promoted the campaign in two ways to drive an initial wave of awareness. Firstly, it partnered with six popular TikTok creators for the initial set of participating videos. Secondly, it launched ad placements through TikTok including Brand Takeover and In-Feed Ads. some of these ads used the participating creators’ videos as ad creative.
The Result
foodpanda’s TikTok campaign was a massive success with 122,000 users participating in the 16-day campaign. Moreover, the community submitted over 167,000 videos for the challenge, thereby, driving 179 million video views.
3. GoJek (Indonesia)
GoJek is one of the leading on-demand multi-service tech platforms in Southeast Asia that provides access to a plethora of services.
Their Objective
GoJek wanted to reach new and existing users in Indonesia and acquire users for its new vertical, GoClub, a new loyalty program for customers.
Solution & Approach
To build awareness around its new loyalty program, GoJek had to acquire and scale the number of users that would register and use its services. Keeping this in mind, GoJek launched Conversion Objective campaigns to retarget existing users.
GoJek could keep a tab on the users who had subscribed to the GoClub service but were yet to register through its third-party tracking partners or Mobile Measurement Partner (MMP). GoJek also ensured to target a broad set of audiences in Indonesia, which included no limitations on the age, language, or gender of the target audience.
The Result
GoJek’s TikTok campaign performed amazingly well and resulted in an 89% improvement in Cost Per New User. Also, it saw an 83% increase in new GoClub users.
Bottom Line
Despite being relatively new in the industry, TikTok has cemented its place as a leading marketing channel. Marketers from major brands are attracted to TikTok as it reflects a key social media trend for creative skills and collaboration among young viewers. Moreover, its fast-paced nature keeps users engaged for an extended period with users spending an average of 52 minutes on the app every day. However, to make the most of TikTok, you have got to have a solid marketing strategy backed by equally good content; your marketing goals would become much more easily attainable once you’ve got that figured out.