By selecting a large number of creatives and testing them to allocate budget to the best performing ones, Kurve increased Treecard’s app installs by 1,027%.
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Summary
- TL;DR
- What is the quick marketing tactic?
- What was the result?
- Why does it work?
- Get more tactics like this
TL;DR
- The company: Kurve Marketing Consultancy, works on behalf of Treecard.
- The target: To increase Treecard app downloads and increase ad spend efficiency.
- The tactic: Source a large number of creatives and divide them between a test group and a winning group to allocate budget to the best performers.
- The result: Increased app installs by 1,027%, reduced app install costs by -63%, increased spend by 327%.
What is the quick marketing tactic?
Treecard, a free tree-planting app, has ambitious goals.
To increase its presence in the United States, it partnered with Kurve Marketing Consultancy to increase app installs and encourage new users to participate in the Walk to Plant campaign.
To do this, they set their sights on the TikTok Spark Ads test.
After testing, Kurve began sourcing videos from creators and amplifying them through TikTok Spark Ads, a native advertising format that allows brands to use organic posts as advertisements.
Here is an example:
To do this, they split their TikTok creative between two campaigns.
The first campaign was for testing purposes only, while the second group of campaigns was designed to quickly deploy new videos and allocate budget to the best results.
They found that breaking up their campaigns in this way was critical.
Kurve also leveraged TikTok’s Video Insights to decipher whether their campaigns were successful or not, while creators continued to produce content based on these results.
Here’s another look:
The more detail there was about what words, actions, images and sounds were powering app installs, the more Kurve could fine-tune future content to maximize its impact.
Over the course of two months, Kurve selected and analyzed 100 creatives, finding out what worked and what didn’t. Based on the results, Treecard could spend more on advertising to generate the best results and further its mission.
What was the result?
Treecard app installs skyrocketed by 1027%.
You know what else?
They also reduced their app installation spend by 63%.
It’s a good one-two combination!
Check out these results:
android:
iOS:
Why does it work?
Kurve used data and acted quickly to ensure the success of his strategy.
Several noteworthy aspects of their approach emerge.
First, they kept an eye on the data.
In other words, they monitored what worked and what didn’t work. From that point on, they de-prioritised what wasn’t working and focused on optimizing their efforts and budget to support the campaigns with the highest ROI.
Second, they created a process to move quickly.
By splitting campaigns, Kurve’s team could quickly move forward with testing new ideas and then use what they learned as fuel for other campaigns.
Finally, they worked with influencers to create content.
Collaboration with influencers is becoming increasingly popular. This is because brands can reach their target market through the people they follow.
And here’s another curiosity to recall about TikTok ads:
TikTok’s content distribution model is unique in that it can reach everyone, not just followers, resulting in huge potential for exponential growth.
Kurve’s success offers three valuable lessons for your strategy:
- Monitor data to create effective tactics.
- Establish a rapid testing process for campaign optimization.
- Partner with influencers to reach your target audience.
Apply these lessons to improve your tactics and get better results.
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