CallApp

The Objective

Increasing CallApp quality user base

CallApp is a startup and a mobile app. It is an Android Free Caller ID, Phone Call Blocker and more. The app allows mobile users to block unwanted phone calls, such as calls from spam or telemarketing. It is one of the largest and most comprehensive caller ID apps with the ability to identify billions of unknown callers and update contacts with full information from social media platforms.

The application is free and generates revenue from subscriptions and in-app advertising. So, CallApp aims for an extensive user base to increase reach and, consequently, app revenue.

Seeing TikTok as source of new and engaged mobile-first audiences, CallApp wanted to establish their presence on the platform to increase their user base.

Therefore, they decided to launch TikTok campaign with the goal of acquiring the maximum number of high-quality users to download the app and view the content.

The Solution

Applying Upper Funnel Strategy and customized approach for creative execution

CallApp started their activity through the 'TikTok for Startups IL' Program, which is an exclusive program for startups aiming to scale with TikTok.

As the campaign goal was going beyond generating app installs, TikTok team advised to run with Upper Funnel Optimization strategy. This media approach presupposes the following methodology - the campaign starts with optimizing towards the upper event in the funnel. Then, only when the algorithm accumulates enough learning, optimization for the next event in the funnel occurs.

One of the key benefits of this approach is that it enables the algorithm to optimize better for a more relevant audience.

The first event in the funnel was app install. After a short period of running on the app-install optimization goal, the campaign was gradually moved to deeper events in the funnel, such as in-app events.

In addition, the campaign targeted look-a-like audiences as there was a significant base of app users of over 200 million across multiple markets.

In order to get the best results, different targeting and bidding strategies were tested and auto-targeting and lowest-cost bidding strategy were determined to be the most efficient in this particular campaign.

The campaign ran initially in North America, and upon determining the right strategy, promotion was extended to several more markets in LATAM and Africa.

Understanding that creatives are one of the key success factors on TikTok, creative testing ran regularly in each region, thus most suitable creatives were determined for each market.

As one of the key benefits of the 'TikTok for Startups IL' program, CallApp received managed media service by TikTok experts, who manage the campaigns hands-on for a limited period of time and educate the client on media best practices on TikTok.

The Result

Outperforming the initial KPIs by leveraging the 'TikTok for Startups' program

The approach proved to be highly efficient and exceeded initial expectations, that were drafted before launch based on CallApp experience on other platforms. The campaign achieved cost per action 10 times lower vs planned CPA. Conversion rate increased by 26% vs planned and ROI was augmented by 22% vs CallApp's average.

Additionally, due to close guidance in the 'TikTok for Startups IL' program, CallApp is now equipped with the necessary knowledge to continue succeeding on the platform on their own.