easypaisa

Objective

Optimizing mobile wallet app activations on TikTok

easypaisa, Pakistan’s leading digital financial services platform, aimed to increase its app downloads and drive user acquisition, while enhancing cost efficiency.

Given the competitive fintech landscape, easypaisa required a solution that could enable it to effectively reach potential users, drive conversions, and optimize its advertising spend.

Solution

Leveraging TikTok's Smart+ Campaigns for Enhanced Performance

To achieve its goals, easypaisa conducted a test comparing TikTok's AI-powered Smart+ Campaigns with traditional manually managed campaigns. Both campaigns were set up with identical bid amounts and budgets to ensure a fair comparison, allowing for a clear evaluation of the Smart+ Campaign’s automation capabilities versus manual optimization.

Results

Significant Improvements in Key Performance Metrics

The Smart+ Campaign demonstrated substantial improvement over the manual campaign across several crucial metrics:

• 50% higher conversions

• 30% lower cost per conversion

• 24% more impressions

• 15% lower CPM

Key Performance Highlights

Enhanced Conversion Efficiency

Achieved nearly 1.5x more conversions while maintaining the same conversion rate.

Improved Reach and Cost Efficiency

A 30% decrease in CPAs while delivering a higher volume of conversions.

A 24% increase in impressions at a 15% lower cost per thousand impressions (CPM).

Impact

By utilizing TikTok's Smart+ Campaigns, easypaisa significantly scaled its user acquisition efforts while improving cost efficiency. The automated optimization capabilities of Smart+ Campaigns have proven particularly effective in the fintech sector, where reaching and engaging the right audience is key to driving quality conversions.