Joom

The Objective

Increasing ROAS

Joom is a popular e-commerce app in Europe, offering quality products at low prices. The goal of the campaign was to attract new users, while increasing sales and average revenue per paying user. To do this, Joom partnered with TikTok and Whiteleads, an advertising agency specializing in mobile app promotion.

The Solution

UGC creatives and Value-Based Optimization

Joom's strategy was to scale its advertising campaign and drive installations by promoting product categories that interest the largest number of users. As a result of testing, the categories “household goods,” “clothing and footwear” and “car goods” demonstrated the greatest potential.

Whiteleads took a UGC approach when creating visuals to add authenticity and help remove the barrier between the brand and the audience. The videos communicated a positive user experience, and fit naturally with other content on the platform. The creatives were also localized into 8 languages for better conversion.

The brand also tested Value-Based Optimization, a bidding option on TikTok Ads Manager that analyzes and optimizes performance indicators such as customer acquisition cost, revenue per customer, customer retention and loyalty to achieve the best results and maximum value from an advertising campaign. The highest value optimization was used for promotion (optimization without a target return on ad spend rate). The test enabled a comparison between the outcomes of Value-Based Optimization and App Event Optimization with a Purchase event target.

The Results

1 million+ new users and 2.5x ROAS

Throughout the test period of April-May 2022, VBO demonstrated a significantly higher ROAS in all key countries. Additionally, cost per acquisition decreased, and in some cases, the click-through rate increased when compared to AEO.

By utilizing authentic visuals, the right product categories, and Value-Based Optimization, Joom successfully acquired over 1 million users who made over 60,000 purchases in the month of May alone. Today, Whiteleads continues to actively test new TikTok features such as Smart Performance Campaigns and come up with new ideas to attract users to Joom.