Careem

The objective

Measuring the effectiveness of TikTok to boost cross-selling within Careem app

Careem is a super app catering to the Middle East market, making it easier to move around, order food and groceries, manage payments, and more. For the campaign, Careem Quik aimed to boost its grocery segment discovery and conversions by tapping into its existing customer base with TikTok’s performance solutions. Simultaneously, Careem Quik aimed to measure the effectiveness of its performance marketing campaign and whether it could be integrated as an always-on strategy to increase cross-selling opportunities within its current user base.

The solution

Utilizing Adjust's Audience Builder tool to design an incrementality experiment

In order to measure the incremental effect of TikTok, Careem Quik decided to work with a TikTok Measurement Marketing Partner, Adjust, using Adjust's Audience Builder, which is perfectly suited to provide the necessary segments for this type of incrementality testing. Audience Builder allows advertisers to build, download and share customized user lists—right from the Adjust dashboard. Advertisers can use the dashboard to segment users, then create group lists to share with partners for retargeting campaigns, A/B testing and more.

Using the Audience Builder tool, Careem was able to build an audience of users who have been active in the Careem app for the past 30 days but have not ordered anything from Quik Grocery. After building the audience, Careem randomly split the audience into two groups with an 80-to-20 ratio. The 20% group was chosen as a control group and was not served any ads, while the 80% group became a treatment group and was transferred to TikTok Ads Manager to run the App Promotion Campaign on iOS and Android.After running the campaign, Careem calculated the lift looking at discoveries and first order numbers from the control and treatment groups.

The results

Demonstrating the effectiveness of TikTok's performance solution

Based on the analysis, there was a 5.9% lift in discovery for iOS while Android showed a 25% lift. The iOS tests revealed a significant 15.45% lift in conversions specifically for the first order, while Android’s results remained consistent between the control and the exposed groups. Through these results, TikTok proved to be effective for discovery on both iOS and Android operating systems as it was the only media platform that showed incremental lift.