Twig

The Objective

Twig is one of Europe’s fastest growing FinTechs, with over one million users, since its app launched in July 2021. Twig’s objective on TikTok was to introduce its service to Gen Z and Millennials and thus drive app installs, while also educating its audience about Twig’s positive impact on sustainability and climate change literacy at large.

The Solution

Twig launched both organic and paid activity on TikTok in November 2021, and since then, has been able to scale at an exponential rate to become industry leaders in the virtual banking space. 

Appealing with its key unique service drivers, instant payment convenience with a circularity/sustainable approach, through its TikTok campaigns, Twig has managed to capture the attention of its relevant target audience and grow its exposure.

In this mission, Twig adopted an always-on approach on TikTok, optimising towards cost-per-click and cost-per-acquisition goals, successfully deploying a creator-led initiative.

The brand built the Twig campaigns around the #Twig hashtag, using a full-funnel approach that leveraged In-Feed Ads and a plethora of diverse, young creators such as @zdotss and @dansundy to target a Gen Z community and drive app installs.

The Results

The results were game-changing. The brand reached the landmark of one million instals in nine months – faster than other unicorn fintech competitors. A part of this incredible success is attributed to the TikTok campaigns, which drove 266,000 installs, with a 50% conversion rate. This has favourably contributed to Twig’s customer acquisition costs reaching £2 per install. 

The #Twig has over 162 million views and the app is second in the App Store for finance. The campaign has also accomplished success in Twig’s goals to effectively explain its service to a potential user base, resonate and scale through the campaign. 

To top it all off, the TikTok ads ended up on a TV news broadcast due to how many people saw the campaign organically.