Dyme​

The objective​

Driving installs and purchases for a personal finance app

Dyme is a personal finance app focused on preventing people from wasting money. The story behind Dyme is a personal one: In 2018, Dyme's co-founder realised he’d been paying nearly €500 for a gym membership he hadn’t used in over a year. That €500 mistake sparked a bigger idea: what if no one ever had to waste money like that again?​

Now, Dyme has over 1 million users, and growing. ​

@dyme.app has over 9,000 followers, and engage their audience with short, relatable videos based on everyday money struggles - from hidden costs to budgeting "fails". Their content is grounded in real-life scenarios, presented in a fun and relatable way. ​

This campaign followed several test phases and was part of our growing focus on TikTok as a key acquisition channel.​

The key campaign objectives were app installs and in-app conversions. ​

The solution​

Leveraging creator content and native ad formats to engage users and inspire action ​

The KPI's for this campaign were decreased coster per install (CPI), increased click through rate (CTR) and improved return on ad spend (ROAS). ​

To achieve their campaign goals, the personal finance app leveraged TikTok's Spark Ads format. Spark Ads are TikTok's native ad format which seamlessly integrates high-performing organic content into user's targeted user's feeds for an authentic ad experience. Using the conversions objective, the campaign focused on driving app downloads on the site by targeting the users most likely to take this action. ​

Whilst Dyme didn’t run formal split tests, they continuously refined the campaign creative assets by testing different content styles and messaging approaches each month that the campaign ran.​

The content for the campaign focused on storytelling by dramatising everyday "money mishaps", each video naturally integrated the Dyme app as the solution to these challenges.​

To further amplify the campaign, Dyme collaborated with a select group of Dutch UGC creators whose style matched the tone of voice of their brand.​

The results​

Outstanding ROAS driven by authentic content and campaign testing ​

The campaign was an outstanding success, resulting in TikTok becoming Dyme's marketing platform with the lowest CPI. The campaign increased click-through rate by 70%, resulting in an impressive 30% increase in ROAS, with a 20% decrease in CPC.​

The success of the campaign was largely due to TikTok's Spark Ads format, which enabled Dyme to amplify creator-led content that was already resonating organically – This helped drive installs and in-app conversions without disrupting user experience. ​

The campaign was driven by continuous creative testing and a strong focus on what resonates with the audience, rather than pushing traditional advertising messages. By focusing on telling fun, fast-paced, and most importantly, relatable stories about money management, Dyme and their creators were able to create a campaign that their audience loved. ​

Beyond just gaining new customers, the campaign helped to build a more relatable presence on TikTok for @dyme.app which helped Dyme move beyond only performance-driven marketing, to building real connections with their audience.​

This is a TikTok case study and is solely for informational purposes. Past performance does not guarantee or predict future performance.