Vibrary

The Objective

Riding on the K-Wave (Korean Wave) that has hit the world, Vibrary is an app that archives high-quality images related to K-Pop, along with metadata and hashtags, for easy access for fans to locate, download, and enjoy them. As the world outside of Korea has been increasingly embracing K-Pop, they saw the potential to drive greater app installations in the United States, Philippines, Mexico, and Brazil.

As an entertainment platform that thrives on trending sounds and community engagement, TikTok surfaced as a suitable channel for Vibrary to reach more of their target audience, building more brand awareness and boosting app downloads.

The Solution

Initially, Vibrary noticed the rising trend of users sharing tips and tricks on how to maximise usage of their app on TikTok. As Vibrary did not offer a user manual, users on TikTok were actively discussing various videos about Vibrary’s app features and how the app can be easily navigated to make the most out of their user experience.

With that in mind, Vibrary created ads that resembled user-generated videos. They leveraged Spark Ads, a native ad format on the ‘For You’ feed that helped them expand their reach and capture the attention of users effortlessly – since these videos blend in with other organic videos on the ‘For You’ feed.

To maximise their returns on Spark Ads, Vibrary launched campaigns with Community Interaction (Traffic) and App Install objectives, hoping to drive greater app installations at a lower Cost Per Install (CPI). The campaign objectives will allow them to reach users who are more likely to complete the determined actions (e.g, clicking on the Spark Ads to their landing page) or download the app on their mobile devices, increasing their returns on the ads.

The Result

Vibrary ran a successful campaign, gaining over 900K users across the U.S., Philippines, Mexico, and Brazil. Besides that, they also gained 28K followers from their ‘Community Interaction’ campaign and saw a 30% drop on the average CPI. Despite reducing their ad budget by 30%, Vibrary recorded a 108% increase in daily installs after the campaign's launch, showcasing how effective Spark Ads was for the K-Pop-based app.