Alarmy

The Objective

Alarmy, created by Delightroom, is an alarm clock app developed to improve people’s mornings worldwide. One of their signature features is the "photo from a location" function, where users must take a photo of a designated location far from their bed to dismiss the alarm. The app also offers other ways to turn the alarm off, such as solving math problems or doing squats, helping people stay awake and get ready to start the morning as soon as possible.

Alarmy started TikTok advertising in late 2022, benefiting from its global reach and trend-setting nature. While it took time to adjust, their TikTok ads have led to over 100% quarterly growth in app downloads since late last year. In August 2023, the Alarmy team was looking to scale their app to the United States, Canada, and the United Kingdom by working with local creators to deliver the product's messaging to their target audience. Alarmy needed a quick, easy, and cost-efficient way to produce scaled creatives that were relevant to users in those regions.

The Solution

With this in mind, the Alarmy team turned to TikTok Creative Challenge (TTCC) to scale their creatives. TikTok Creative Challenge provides high-performance and easy-to-use creative content at scale for performance-driven advertisers. By creating a creative challenge on the platform, advertisers can receive up to 40 ad creatives generated by creators within ten days, with the videos directly synchronizing to their TikTok Ads Manager accounts for ad delivery. The video assets produced by creators through the TikTok Creative Challenge allow advertisers to create ad creatives cost-effectively, as minimal effort is required from them for editing. Additionally, advertisers would not need to bear the cost of talent casting and fees for production sets and crew.

Through TTCC, Alarmy only needed to design and submit one brief to receive creatives, freeing up time and resources within the team to work on other deliverables. By leveraging the scalability of TTCC, Alarmy successfully produced a myriad of engaging video content to promote its alarm app to mobile users worldwide.

To further drive efficiency and results, Alarmy launched a Smart Performance Campaign (SPC), an end-to-end campaign automation product on TikTok Ads Manager that maximises delivery outcomes while requiring lesser manual input from advertisers.

The Results

This campaign proved fruitful, resonating positively with users, steering a remarkable upsurge in brand visibility, and maximizing ROI. Alarmy boosted its app awareness and engagement with TTCC, with over 150 videos generated in just 44 days. With these videos, Alarmy activated app install campaigns targeting the United States, Canada, and the United Kingdom.

Through the SPC campaign, they saw an overall 46% improvement in CPI (compared to their business-as-usual creatives), 8.8M video views, and a staggering 273K engagements. Alarmy's success with the TikTok Creative Challenge proved that one of TikTok's freshest creative solutions can drive scalable results.