iFood

The Objective

Hunger for downloads

iFood is the largest food delivery app and marketplace in Brazil. And, for an app, the first step to get the user is the download. This is one of the results that iFood has sought in TikTok: With campaigns on our platform, the brand has as one of its objectives the acquisition of new users - which begins precisely with the installation of its app.

But more than downloads, the brand wanted to go a little deeper into these results and understand, in more detail, the real impact of TikTok. Does having the platform in the media strategy really make a difference in app installs?

The Solution

Measuring the TikTok effect

The best way for iFood to understand this impact was running a Conversion Lift study, a new measurement solution being tested on TikTok. The brand was invited to be one of the first in the world to test this type of study, which helps to show if media investments in TikTok brought incremental conversions – that is, that would not happen without the ads made on our platform.

But how can this happen? Calm down, we can explain. The methodology is similar to that of the Brand Lift study: Part of TikTok users is randomly divided into two similar groups, test and control. Only those in the first group see brand ads on For You page. For the second group, it’s as if the campaign was not running in the feed.

At the end of the analyzed period (between October 18 and November 7), the behavior of both is compared to whether the campaign had the effect that the brand wanted. That is, if the test group had more downloads than the control group, for example. The difference between them is what we call relative lift. This incremental value can be assigned to TikTok, the only variable in both groups.

The idea of iFood was to measure the incremental installations that TikTok brought in and also check if the ads impacted the conversion rate. This way, the brand wanted to understand how their efforts on the platform encouraged people to download and install their app.

The Results

It's better with TikTok

The other marketing campaigns of iFood running outside TikTok didn't stop in the period measured by Conversion Lift, but even so our app helped bringing even more downloads to the brand. With the help of signals identified in AppsFlyer, one of our Mobile Measurement Partners (MMP), TikTok was able to bring ads optimized for app installation to people more likely to download it.

The result? A relative lift of +4.4% in installations, with a conversion rate (CVR) 0.07% higher in the test group. This means that the number of iFood downloads among those who saw their ads on TikTok was higher and with a higher conversion rate. In the end, if we look at performance results: yes, TikTok works.