Plum

The Objective 

Plum is a leading wealth management app offering smart ways for their customers to save and invest – all from their phones. Having run campaigns across TikTok since 2020, Plum was keen to gain a better understanding of how their content was performing across the UK, and one of the most powerful tools to achieve those insights is through a TikTok Conversion Lift Study.  

The Solution 

The TikTok Conversion Lift Study was applied across Plum's In-Feed Video campaigns in the UK, optimised towards an App Install campaign objective. The TikTok Marketing Science team then separated our user base into a test group (users who see the ad) and a control group (users who don't see the ad). We were then able to measure the amount of conversions coming in from each group – using the difference as the "lift" – to demonstrate the impact of the ads. 

Known for their creativity and clever blend of entertaining and educational content, Plum also decided to introduce creator-led videos and memes to this campaign, which as a combination, drove excellent results. 

The Results 

The Plum campaign and their focus on native, relatable content was hugely successful. Following the Conversion Lift Study, we discovered a 127% incremental lift, with 55% of conversions being incremental. Of the In-Feed Video ads served to the target audience, 90% were in the exposed group and 10% in the control. These figures clearly demonstrate TikTok's ability to drive lower funnel conversions, as well as providing detailed evidence of the power of engaging ads amongst our users. 

TikTok has also become a priority platform for testing Value Based Optimisation, with Plum running both iOS & Android VBO tests, both of which yielded strong initial results.