Bolt

The Objective 

Bolt is the first European mobility super-app, offering ride-hailing, shared cars, scooters, and food and grocery delivery. Looking to analyse the impact of their performance campaigns on TikTok, Bolt was the first brand in the UK to launch a Conversion Lift Study to specifically understand how many incremental app installs it generated from TikTok ads. 

The Solution

Bolt set up In-Feed Ads on TikTok Ads Manager, with an app install objective. After running campaigns and fine-tuning their optimisation strategy for over 2 years, they were ready to follow this up with a Conversion Lift Study to find better efficiencies for their investments on TikTok.

TikTok’s first-party Conversion Lift Study is a rigorously-developed incrementality test that measures the true impact of TikTok advertising solutions and conversion impact. 

The solution randomises user selection and splits the target audience into two groups - a test group and a control group. This ensures that the test group sees the campaign ads, while the control group does not, and thus leads to a numerical difference between the test and control results, in order to show the incremental lift. 

Bolt’s campaign strategy during the study reflected TikTok best practices which the brand had identified over previous optimisation stages. On top of that, using a collection of brand videos and creator-led videos, ensured the campaign assets felt native to the platform, leaning into platform trends and text overlay.

The Results

Bolt’s first Conversion Lift Study campaign was hugely successful for the brand, revealing a +1,977% relative lift in app installs with 95% of all conversions being incremental. These Conversion Lift Study results enabled Bolt to quantify the incremental impact of TikTok advertising solutions and their current optimisation strategy they have adopted, and better understand how they can calibrate internal forecasting and attribution going forward, using the incrementality results.