BEAT

The Objective

Beat, formerly known as Taxi Beat, is an innovative Greek ride hailing start-up founded in 2011. First operating in Athens before expanding to Latin America, Beat is now one of the most successful taxi hailing apps in the world, with 500,000 drivers and 15 million users. To boost app installs amongst a brand new audience and grow the brand’s presence, Beat came to TikTok for an engaging ad campaign built on buzz, awareness, and a special 10 year anniversary.

The Solution

Leveraging the brand’s 10th anniversary, Beat, in partnership with Relevance Digital Agency, created a series of ads that aligned with a holistic campaign, ran across social media platforms and TV. With a main message of "10 years of Beat", the videos were presented in a totally TikTok friendly way, completed with text overlays and slick editing, with the concept and design being led by Giraffes in the Kitchen. The day the campaign launched on TV, an In-Feed Ad flight kicked off on TikTok to maximise coverage and boost virality. The next day, a Reach & Frequency Campaign was initiated, running for a whole week. 

Beat was also one of the first advertisers to adopt the Super Like 2.0 solution, which displays icons on users' screens when they like a TikTok video, inviting them to a landing page where they can learn more in order to boost interactivity and engagement. 

To round up the campaign, In-Feed Ads were set up with an app install objective, targeted at custom audiences of those that interacted with the initial ads. 

The Results

The Beat campaign performed incredibly well, exceeding all expectations for the brand while smashing benchmarks across the board. When the One Day Max In-Feed Ad campaign launched on the first day of the campaign, total app installs (organic & paid) increased by an astonishing 35%. This led the cost per app install metric to drop by around 40% in iOS14+ campaigns when compared to other channels – the lowest ever achieved for the brand. The campaign also delivered more than 1.3 million impressions with a reach of more than 1.1 million, proving genuine interest in the brand and its content from the TikTok community.