redBus

The objective

redBus Indonesia is a bus ticketing platform that provides a seamless way for travellers to book their journeys online. In early 2025, the brand set out to grow its mobile app user base and increase bookings, while improving cost efficiency and streamlining campaign execution. To achieve this, redBus turned to TikTok with the goal of automating its campaign delivery and tapping into high-intent users without the need for constant manual optimisation.

The solution

redBus Indonesia activated the Smart+ App Install objective to acquire new users at scale while keeping costs low. This performance solution automated campaign management across targeting, bidding, and delivery, helping redBus reach audiences more likely to install and convert. By optimising in real time using in-app signals, Smart+ delivered more relevant ads and eliminated the need for ongoing manual adjustments.

To ensure success, redBus implemented TikTok best practices using high-quality creatives, setting CPA bids above historical benchmarks, allocating a daily budget of at least 10x the CPA, and allowing the campaign to exit its learning phase (7 days) without interruption.

The result

Over a campaign period from 7 March to 24 April 2025, the campaign with Smart+ outperformed redBus’ manually optimised campaign across all major performance metrics. It delivered a 3.3x higher conversion rate*, 33% lower cost per acquisition (CPA)*, and a 2% lower cost per mille (CPM)* — resulting in over 30% in total cost savings. These results helped redBus drive more installs while reducing its acquisition spend.

Over time, TikTok has emerged as a key channel in redBus Indonesia’s growth strategy. By leveraging Smart+, the brand successfully simplified campaign management, scale efficiently, and unlock stronger outcomes.

*Based on a comparison between campaign performance using Smart+ App Install objective (7 Mar–21 Apr 2025) and campaigns without Smart+ during the same period.