Canadian Tire - Triangle Rewards

The Objective

Using TikTok for the first time to drive efficient app installs

As one of Canada’s most iconic and trusted companies, Canadian Tire Corporation owns over 1,700 retail locations from coast-to-coast, including the operation of much-loved brands like Canadian Tire, Sport Chek, Mark’s, Pro Hockey Life, Party City and many more. In 2018, they evolved their iconic loyalty program with the launch of Triangle Rewards. The Triangle Rewards program enables members to earn Canadian Tire Money online and in-store, to collect and redeem at their favourite stores. Looking to promote the Triangle App on TikTok for the first time, Canadian Tire looked to the platform’s community of avid shoppers to drive efficient installs and encourage app engagement to help customers make the most of their rewards.

The Solution

Maximizing new app installs with a lower-funnel campaign

Ready to get rewarded? The Triangle App found its home on TikTok by engaging the community with TikTok native ads that showcased how easy it is to reward your real life shopping.

Looking to reach mass audiences across all customer touchpoints of their campaign to ultimately drive new app installs, Canadian Tire worked with TikTok's Client Solutions team to leverage Auction In-Feed Ads. With auction ads on TikTok Ads Manager, there are many factors that can impact campaign performance. Canadian Tire strategically focused their activation on achieving cost-efficient video views and driving conversions, successfully setting up Mobile Measurement Partner Tracking with an App Install objective. Additionally, to ensure they reached an already connected audience, the brand leveraged non-Spark Ads from a custom audience “Triangle” lookalike identity, excluding existing Triangle App users. Custom Audiences is a TikTok solution that allows brands like Canadian Tire to easily reach and retarget users who have engaged with their advertising content, helping to push them further down the funnel.

For the creative, Canadian Tire developed unique creator-led videos built specifically for TikTok to help encourage app installs. The brand partnered with both French and English creators to produce native assets that leaned into evergreen platform trends, leveraging voiceover and text overlays with a clear call-to-action that encouraged users to download the Triangle App and check it out for themselves. The clear CTA effectively supported the campaign’s lower-funnel objectives, as well as boosted Canadian Tire’s goal to drive increased app engagement and weekly active users.

The Results

Winning with app installs at a reduced CPI

Canadian Tire saw firsthand the power of leveraging TikTok to successfully engage the community with their loyalty program and drive new users to download the Triangle App. During the five-week flight period the campaign had tremendous impact on enhancing overall impressions for their larger mobile app install initiative, generating over 20.8 million video views and reaching over 5.3 million users. And when it came to delivering on their main goal of inviting users to activate the app, the campaign drove an impressive 5,175 new installs!

Moreover, Canadian Tire’s TikTok-first creator assets demonstrated that leaning into platform evergreen trends can effectively capture the community’s attention and ensure a brand’s message breaks through. Canadian Tire achieved a notable 45.1% reduction in cost-per-install versus their set target, proving that TikTok is a valuable platform to drive efficient mobile app installs for Triangle’s first activation. What a way to get rewarded!