Objective

Driving new user acquisition and enhancing brand awareness

Soli aimed to drive new user acquisition and enhance brand awareness, focusing on its mission of fostering "sisterhood on demand." The goal was to generate significant app installs in the UK with a CPI below $2. Facing the challenge of reducing app installation costs while still producing compelling creative content on a budget, Soli strategically embraced TikTok. This decision was aimed at engaging a wide-ranging audience of UK women, from teenagers to those in their 30s. The campaign was particularly crucial during the winter months, a period often associated with a rise in feelings of loneliness.

Solutions

Utilizing TikTok's Carousel Ad Format for cost-effective, engaging campaigns

Soli revamped its strategy, combining upper-funnel iOS campaigns and non-spark ads, introducing the Carousel Ad Format. The Carousel Format is a creative option that relies on images, enabling advertisers to upload 2-34 images sequentially. This feature on TikTok empowers users to swipe through these images, allowing them to explore further details and control their viewing speed, and it allows brands to tell their story in a unique and fresh way.

Using the carousel ad format helps reduce production costs and increases advertising frequency by utilizing existing image creatives on TikTok. The benefit lies in the low barriers to entry, allowing any brand to establish its presence on the platform easily.

This innovative approach allowed Soli to authentically engage with the TikTok community in the UK, producing in-house creatives without relying on external creators.

Results

Significant decrease in CPI and a remarkable increase in conversions

The campaign delivered outstanding results, showcasing a 38% decrease in CPI, an x1.78 increase in CTR, and a remarkable 1055.56% surge in conversions. These metrics illustrated improved KPIs and underscored Soli's creative and authentic connection with its audience, emphasizing the impact of the Carousel Ad Format.

This case study illustrates the success of leveraging TikTok's Carousel Ad Format, which played a pivotal role in Soli achieving its app installation targets. More than just meeting numerical goals, this approach facilitated the creation of an authentic community on the Soli platform, enabling women to find friendships and a supportive network.