BIGVU

The Objective

Reach the right audience

BIGVU is a one-stop-shop video editing app that allows users to upgrade their videos using features such as teleprompter and automatic subtitles. They target mainly small business owners and "one man shows" such as realtors. They have been active on TikTok since September 2022 through their app marketing agency, Admiral Media, running mainly with existing videos.

However, they realized that they were not attracting the right audience, thus not reaching TikTok's true potential. For the launch of their new campaign, they decided to change their strategy and start leveraging TikTok's strengths to effectively engage the most relevant users and drive higher conversions.

The key message of this campaign was to highlight the benefits and unique features of the app to potential new users on TikTok, with a focus on driving trial initiations. The campaign was targeted automatically towards a US audience, with an emphasis on engaging and resonating with the target audience demographic active on TikTok.

The Solution

Shift in creative and performance strategy

The campaign was strategically launched during the critical period between Q5 and Q1, during which notable performance gains were observed.

When building the strategy for the new campaign, BIGVU and Admiral Media drastically changed their strategy in accordance with their TikTok partners' recommendations and best practices by implementing a multi-faceted media plan, as described below:

Launching TikTok native creative assets to reach the right audience:

Leveraging creators: The small business community on TikTok is huge, with a whopping 93B video views for #smallbusiness hashtag. Through community engagement and performance campaigns, BIGVU leveraged the power of creators that resonate with their target audience, who are also small business owners, by posting their content to their Business Account and promoting it via Spark Ads.

Applying native TikTok elements: To ensure the creatives fit the platform and aligned with its user behavior, the campaigns incorporated native TikTok elements, such as trending music, effects, voiceovers and popular hashtags. This worked to increase the relevance and appeal of the ads to TikTok users. Most notably, BIGVU started using strong hooks in the beginning, which created immediate interest by approaching the target audience directly.

Implementing a new performance strategy:

Spark Ads & Followers Campaign: BIGVU succeeded in growing their presence on TikTok and creating a rich community by investing in their Business Account . They Sparked Ads through their account and ran a followers campaign. These efforts enabled them to create a rich community, leveraging TikTok's organic functionalities and capabilities to improve full-funnel performance.

App Event Optimization: The use of app event optimization helped to prioritize and optimize the user journey towards starting a trial of the app. By identifying and targeting users who were most likely to complete the desired app event, the campaign was able to drive more effective user acquisition and trial initiations.

Automatic Targeting: The campaign also utilized Automatic Targeting, which leverages machine learning algorithms to automatically optimize ad targeting based on user behavior and performance data. By enabling this feature, the campaign was able to further refine its targeting and ensure that its ads were being served to the most relevant and engaged audience on TikTok. This approach helped to increase the efficiency and effectiveness of the campaign's overall user acquisition and trial initiation efforts.

App Profile Page: The campaign used an optimized App Profile Page as a key element of its strategy. This feature mirrors the actual app page on the Apple Store for users inside TikTok. This allows users to easily preview the app, with higher intent users clicking through the App Profile Page to download the app from the Apple Store. BIGVU modified their app's description and design, and then used this to make their App Profile Page more relevant for TikTok users. By highlighting the unique paid features and benefits of their app, BIGVU worked to encourage trial initiations and drive user acquisition.

The Results

Drastic improvement in KPIs

BIGVU's shift in strategy paid off big time, leading to truly incredible results. By using the power of the TikTok community, using TikTok native videos, and improving their media planning and optimizing tools, they managed to reach a 566% increase in conversion rate (SKAN).

Most importantly, BIGVU has successfully reached the right audience, indicated by a 50% decrease in CPI and an 85% decrease in cost per trial started. In addition, they improved their engagement rate on TikTok by 30%.

This is the power of TikTok.