Air Doctor

The Objective

Introduce a new health service designed for travelers

Air Doctor is a travel tech company that provides convenient access to doctors for tourists traveling abroad based on factors such as languages spoken, medical specialty, proximity, and other relevant criteria.

After graduating from the TikTok Startup Program, a unique workshop designed to help promising startups succeed on TikTok, Air Doctor aimed to immediately apply the knowledge gained to increase brand awareness in target countries, like Germany.

The key objectives of the campaign were to reach the maximum relevant audience in Germany, encourage views and engagement, and build an active community around the brand. The ultimate goal was to promote the service, encouraging users to utilize it to find a doctor.

Key challenges:

1. Long attribution window: The extended time frame for travelers in need of a doctor to complete the funnel and book an appointment posed a challenge to effective tracking and measurement.

2. "Growing pains":

• Creatives: As newcomers to the platform, Air Doctor needed to understand how to effectively convey their innovative solution through TikTok's format.

• Trust: Air Doctor's close affiliation with the insurance industry necessitated a high level of trust. However, with a low community base and limited peer reviews, there was concern that the service's credibility might be undermined.

The Solution

Embrace a full funnel approach

To help Air Doctor overcome these obstacles, we enrolled them in our VIPP program - a TikTok Israel strategic program that provides extensive educational and operational insights focusing on helping the client to achieve solid proof of concept of its business goal.

There, we developed a full funnel strategy, from brand awareness to app installs, using a combination of various TikTok product solutions.

TTCX - Building a creative pipeline with local German creators to create awareness.

TikTok Creative Exchange is a one-stop shop that enables fast, scalable, and high-performing video production with selected partners for TikTok.Air Doctor utilized the TikTok Creative Exchange (TTCX) service to collaborate with suitable German creators possessing a significant presence on the platform. Two creators were chosen—one specializing in performance-oriented content and the other capturing real-life footage while traveling in Los Angeles for diverse storytelling purposes.

These videos were subsequently utilized in Air Doctor's Reach and Frequency branding campaign, integrating the new Story Selection Add-On.

Story Selection - Convey Air Doctor's value proposition interactively to prompt engagement.

Through a collaborative effort with a TTCX creator, Air Doctor launched an engaging Story Selection video as part of the Reach & Frequency campaign, targeting German travel enthusiasts. The video enticed TikTok users to embark on a virtual journey to Los Angeles with the creator, experiencing unforeseen health risks while being covered by the Air Doctor service.

Community Interaction Campaign + Spark Ads - Build a community to establish trust.

Air Doctor implemented an always-on community interaction campaign and utilized Spark Ads to increase account followers and disseminate the brand's message effectively. The aim was to cultivate a reliable and credible community that would serve as advocates for Air Doctor's services.

Instant Page - Provide potential consumers with immediate information to promote installs.

Air Doctor designed a dedicated Instant Page tailored for German travel enthusiasts, offering an in-app platform that facilitated swift access to crucial information, thereby reinforcing the brand's messaging.

The Results

+300% increase in daily app installs

The strategy approach proved to be incredibly efficient, showcasing the effectiveness of the implemented measures.

Overall, 3.7M German travel enthusiast reached, the following performance campaign experienced a 55% decrease in CPA and the app saw a staggering 300% daily installation (organic).

Story selection video has reached over 55% German travel lovers and the interaction spiked their awareness and engagement with the brand. The brand saw a big lift in its performance campaign, with CPA dropping 55%; as well as a strong increase of around 300% in app store organic visits in Germany right after the Story Selection campaign finished.

Through Community Interaction Campaign and Spark Ads, led to an outstanding 300-fold increase in account followers, therefore successfully generating advocates from all of their key business regions.

Finally, Instant Page has brought around 40k high quality page views with an impressive average reading time over 11 seconds, elevating brand consideration for future use.