Impulse - Brain Training
Launching SKAN campaigns in US and EU markets with optimization for subscriptions
The Objective
Increasing app installs and in-app subscriptions
Impulse is a leading brain training app that helps people keep their brains sharp with fun games and logic puzzles. Already one of the most downloaded brain training apps in the world, Impulse was looking to reach new users on TikTok. The brand's first goal was to scale its SKAN campaigns with relevant cost per acquisition and cost per install, with the overall goal of increasing app installs and in-app subscriptions and ensuring stable performance by SKAN campaigns.
The Solution
Launching first SKAN campaign on TikTok
SKAN - it's a new reality for the mobile industry and a big challenge for all app and game developers. Following the official release of SKAN, most clients had problems with this new solution and in the first months TikTok as a platform tested its own SKAN solutions, which were released on August 8, 2021. At this time TikTok and Impulse worked very hard to launch the first SKAN campaigns with maximum focus on CPA subscriptions.
Impulse's user acquisition strategy focused on finding new ways to reach potential paying users. TikTok Lowest Cost strategy helped Impulse to find a relevant audience that was interested in Impulse.
Impulse is a product that can be interesting to many different people, but the key focus was on optimization for users who would start subscribing to the app. TikTok's SKAN solution perfectly did it and Impulse had great growth via our In-Feed Ads.
The Results
Boosted app installs and in-app subscriptions
The company contributed to a 741% increase in app installs with a 21% decrease in CPI in August - October 2021. Number of in-app subscriptions increased by 735% with a decrease of CPA by 21% during August - October 2021. CVR (install to subscription) had x2 increase in June - September 2021. Share of TikTok among all traffic sources increased by 60% in terms of app installs in August - October 2021.
TikTok gave us a unique opportunity to reach our target users with brand new engaging content. Creating maximum native ads, taking into account users' interests and TikTok world trends, we get the highest install conversion rates for all campaign types. In our business, TikTok is one of the fastest-growing user acquisition platforms, that already took a significant part of our paid traffic.
