TaDa

The Context

The Challenge of Growing in a Competitive Market

In the competitive beer market, TaDa constantly faces the challenge of acquiring new users for its channel, a strategic pillar for its annual growth. However, rising media investments and intensifying competition have increased acquisition costs, making it essential to continuously diversify and optimize the media strategy to maintain profitability. Within this context, integrating Pangle into its performance strategy proved to be a key solution for maximizing results while balancing investment and efficiency.

The Objective

Driving Conversions and Reducing Costs

The main goal of the campaign was to increase in-app conversions, targeting audiences aged 18 and older. Specific objectives included reducing customer acquisition cost (CAC), increasing the acquisition of new users, and maintaining cost stability despite increasing investments. These key performance indicators (KPIs) were designed to ensure not only customer base growth but also the sustainability of the strategy over time.

The Solution

Strategic Integration with Pangle and AppsFlyer

To achieve these goals, TaDa adopted an innovative approach by integrating Pangle into its Always-On (AON) strategy and Appfslyer as the MMP to attribute and measure each action users performed in the app. Pangle is TikTok for Business' ad network, enabling access to audiences across leading local publishers, covering more than 100,000 global apps directly through TikTok Ads Manager's integrated platform.

By adopting Pangle, they effectively complemented the user journey from the first contact to conversion. This approach not only provided the opportunity to diversify the strategy but also ensured a more precise and efficient connection with the target audience, optimizing every stage of the process.

The use of relevant creatives was another key factor in the campaign’s success. These were designed with a deep understanding of the user journey, ensuring that the messages resonated with their needs and emotions. This not only captured the attention of potential customers but also fostered a stronger emotional connection with the brand, driving higher conversion rates. Additionally, constant analysis of results allowed for iteration and adjustment of the strategy, adapting to market dynamics and maximizing performance.

The Results

Sustainable Success with Pangle

The strategy implemented with Pangle delivered outstanding results for TaDa:

• CAC Reduction: The average customer acquisition cost decreased by 10% compared to other networks in 2024, reaching up to a 54% reduction in some months. This efficiency allowed TaDa to maintain profitability even with exponential investment growth.

• Growth in New Customers: Pangle and TikTok's contribution to new customers grew from just 2% in the first month to 50% today. This contribution established Pangle as a key medium, accounting for 22% of the total annual results.

• Cost Stability: Despite the progressive increase in investment, costs remained within profitable ranges, ensuring the business model's sustainability.

The relevant creatives not only attracted the audience's attention but also established deeper emotional connections, strengthening customer loyalty and satisfaction.

The inclusion of Pangle in TaDa's performance strategy proved fundamental to achieving its growth objectives. The combination of a strategic approach, relevant creatives, and continuous optimization enabled a significant increase in new user acquisition while maintaining cost efficiency in a growing investment environment.

Pangle not only solidified its position as a key medium within TaDa’s media mix but also stood out for its ability to generate sustainable and high-impact results, becoming an essential component of TaDa’s success in the competitive beer market.