Canva

The objective

Tuning in to improve acquisition activity

Powered by their mission to democratise the tools of design, Aussie unicorn Canva is empowering over 110 million people each month to design anything, anywhere.

Looking to up the performance of their acquisition activity, Canva turned to TikTok to better understand the role that sound could play in their band of marketing instruments.

The solution

Making an audible difference with A/B testing

Part of the TikTok Creator Marketplace success program, Canva has long understood how the platform can help drive key messages through the power of creators. Although their activity on platform had seen strong results, they were curious about how sound can work in tandem with creators to continue building on their success. Conscious of the often time-consuming process that comes with obtaining music rights, Canva turned to the TikTok team to provide a solution that tapped into the resonance that sound can create, without having to compromise on time and budget.

*Enter TikTok's Commercial Music Library*

Playing host to countless royalty-free sounds, the Commercial Music Library helped unlock a new pathway to the hearts of Canva’s users, via not just the creatives they see, but the sounds they hear. With insight into top trending sounds, Canva put the tool to the test, running an A/B test on creative with an original sound, versus creative with a top track from the Commercial Music Library. Through a series of InFeed Ads, boosted by Spark Ads, Canva's various creatives shared their value proposition of design ease and effortlessness with their target audience of SMBs, knowledge-based workers and large organisations.

The results

The sound of new users and cost efficiency

Same message, same ad format, the only distinction? Sound. Not only did the Commercial Music Library provide the benefit of safety and simplicity when it came to implementation, Canva also saw a substantial lift in CVR resulting in a lower CPA for the ad using a commercially licensed trending sound. Week on week, Canva saw a +100% increase in new active users, as well as an 80% reduction in cost per new activation from both volume and efficiency metrics.

Canva’s A/B test successfully proved that sound doesn't have to be put in the 'too hard' basket. TikTok's Commercial Music Library provides brands with the ability to seamlessly integrate trending tracks into creative, and ultimately spark a deeper level of engagement with users.

Check out the Commercial Music Library for your next campaign!