TRIFECTA
Find out how Trifecta drove app pre-orders for their client with TikTok Ads Manager.
The objective
Bringing audience attention to app innovation
Leann Abad founded his multifaceted marketing agency, TRIFECTA to help brands that prioritize sustainability and social impact. So, when a mobile app developer partnered with Trifecta to market a product that simplifies social connection and encourages meaningful friendships, it was a natural fit. To spark excitement about their client’s app and make it stand out for its target Gen Z and Millennial audiences, TRIFECTA turned to TikTok.
The solution
Optimizing strategy for stronger results with TikTok Ads Manager
TRIFECTA initially targeted a narrow audience segment through manual targeting options, but when this approach proved too limiting, they pivoted to broad automatic targeting using TikTok Ads Manager. This shift allowed them to reach a wider audience while continuously optimizing through a test-and-learn approach, identifying the most effective combinations of targeting and creative elements.
To better amplify their client’s app, TRIFECTA partnered with relevant TikTok creators who connected with Gen Z and Millennials using on-trend content, TTCC, and All in One Platform. These voices and the inclusion of more discussions of app features and community greatly improved performance, and once TRIFECTA shifted their focus to unique selling points and value propositions, Customer Acquisition Costs (CACs) plummeted.
The results
Racking up app pre-orders with TikTok Ads Manager
TRIFECTA propelled their client’s app to success, achieving the 200k pre-install goal. By leveraging traffic ads prior the app's launch, they delivered impressive CPCs averaging $0.37. Initially, CACs were higher, but TRIFECTA quickly optimized their strategy, reducing CAC from $90 to ~$3 by duplicating winning ad groups with additional funds instead of increasing existing ad group budgets.
TRIFECTA helped their client tap into a new customer base on TikTok, meeting both their pre-install and financial goals. Thanks to the campaign’s success, their client’s app launched at #1 on the Apple App Store.
Tips & Takeaways
Partner with relevant creators to reach new audiences through authentic voices and on-trend creative that fit what you’re promoting.
Use TikTok Ads Manager to create campaigns, manage resources, monitor data, and optimize your advertising.
Run non pre-install app campaigns to diversify your app promotion strategy. For more insights, visit our Help Center for detailed guidance.
Take a test-and-learn approach to find the right combinations of elements and settings for effectively reaching your target audience.
Working with TikTok closely on this campaign made the strategy easier—we had a unique case of figuring out attribution and were able to collaborate on the optimal strategy. We tested several campaign structures, ranging from mixing CBO and ABO, which events to optimize for, the number of ad creatives per campaign, optimal scaling strategy, and more. Also having early access to programs such as TTCC and TikTok All-in-one helped us scale our creative output significantly, allowing for more creative testing as we scaled budgets.
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