Endel
Reducing CPA and promoting brand account with Spark Ads
The Objective
Acquiring app installs with LTV/CAC more than 1 and CPI lower or equal to 3$
Endel is an app with personalized soundscapes to help people focus, relax, and sleep. It uses a patented technology to create real-time adaptive soundscapes that are based on inputs like time of a day, weather, heart rate, and location. The app has received awards including Apple Watch App of the Year, and Google Play "Best for Personal Growth". Endel wanted to drive cost-efficient app installs through TikTok and test the impact of Spark Ads in optimizing the campaign.
The Solution
Boosting organic content with the Spark Ads native ad solution
To achieve their objectives, Endel decided to test Spark Ads. Spark Ads is a native format of TikTok adds that show up in your feed, featuring real TikTok accounts and organic functionalities. With Spark Ads, advertisers can open a door to the community’s heart by creating ads that feel authentic to the user. Existing posts from TikTok Business Accounts can be pulled or advertisers can use videos from the partnering creator accounts as paid ad creatives. In addition to achieving core campaign objectives, Spark ads also allow brands to grow organic audiences, boost organic video views and drive brand awareness.
Endel's campaign featured video ads of specially produced personal sounds such as a soundtrack for an AI-Image Generator based on user dreams and a product demo of a Wind Down soundscape made in collaboration with James Blake.
By using Spark Ads, Endel managed to reach its target audience, optimizing for their business objectives using statistics from TikTok Ads Manager.
The Results
Demonstrating the value of Spark Ads
The campaign for Endel demonstrated that Spark Ads was an effective way to decrease the CPI and CPA (Cost per Trial). The format was able to help Endel receive more cost-efficient results, with a CPI of $3 vs $7 when using non-Spark ads and a CPA (cost per trial) that's lower by 2.2 times vs non-Spark. Endel also got 2.3M views for one of their promoted videos. In conclusion the brand was able to achieve efficient app installs while also increasing engagements on its Business Account.
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As a result of using unique features, that TikTok provides, Endel achieved impressive business results with absolutely affordable KPIs on one hand, and esthetic satisfaction on the other.
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