fraenk

The Objective

Mobile communications brand fraenk wanted to drive brand awareness and app-installs for its two-year anniversary.

The Solution

Working with digital marketing agency Macaw, fraenk focused on two awareness objectives: increasing reach and increasing video views. In order to connect with the TikTok community in the most effective and authentic way, the brand utilised creators, and boosted the content as Spark Ads. To illustrate the simplicity and different ways how fraenk can be, the brand creators took on different roles that were highly relevant to the target audience, for example as a teacher and student, and used clever wordplay to convey humor and the key messages.

To hit lower-funnel objectives, the brand also worked with app marketing agency customlytics to generate app installs. For this part of the campaign, the brand used broad targeting and also focused on custom audiences of people who watched 75-90 % of the upper-funnel ads. The brand also tested and optimised the placement of the price and USP communication at different spots within the creative.

The Results

fraenk's campaign was hugely successful, driving over 20 million video views. When the results were compared against previous campaigns it saw a 71 % decrease in cost-per-install and a 44 % increase in click-through rate.