Inshallah x Admiral Media

The objective

Increasing App Installs and Purchases to Support Relationship Building in the Muslim Community

Inshallah, a dating app founded in 2011, focuses on helping Muslims find their soulmates while upholding the human and moral values of Islam. With over 400,000 successful marriages facilitated through the app, Inshallah aims to create meaningful connections for Muslims in both the United States and France. To build on their success, Inshallah sought to expand their reach further by increasing app installs and in-app purchases, which would enable them to help more individuals find meaningful relationships.

With a vision of boosting brand visibility and driving app installs, Inshallah turned to TikTok for advertising solutions. Their marketing objective was to generate installs and purchases by leveraging TikTok’s innovative ad products and creative capabilities. Working closely with Admiral Media, they embarked on a new campaign to amplify their message and scale their user base.

The solution

Utilizing Spark Ads and iOS App Profile Page to Reach Targeted Audiences

Inshallah partnered with Admiral Media and using TikTok's Spark Ads and iOS App Profile Page features to create a campaign designed to resonate with their target audience—Muslim men aged 18 and older in the United States and France. The creative approach emphasized product features while incorporating storytelling rooted in Muslim values, making the content relatable and culturally relevant to their audience.

The campaign took a two-pronged approach, dividing their efforts into two distinct ad sets. Utilizing TikTok’s creative exchange program, the first ad set combined Spark Ads with native creatives directly uploaded to TikTok, while the second ad set utilized Smart Creatives. This strategic mix allowed Inshallah to test their best-performing videos and make iterative improvements to copy and content. By balancing the budgets between the two ad sets, Inshallah was able to optimize performance while scaling their efforts.

TikTok Creative Challenge played a key role in the campaign’s success, connecting Inshallah with creators who understood the brand's mission and could deliver high-quality user-generated content. The campaign ran in the first months of 2024 in both the U.S. and France, targeting key demographic groups.

The results

Lowering Costs and Expanding Markets

The TikTok campaign produced remarkable results for Inshallah, making it a key driver in their continued growth. With a 30% decrease in cost per install (CPI) and a 31% reduction in cost per purchase (CPP), the campaign delivered substantial improvements in cost-efficiency. These optimizations allowed Inshallah to increase their ad spend by 39%, amplifying their reach while maintaining a strong return on investment (ROI).

Beyond just lowering costs, the campaign had a profound impact on Inshallah’s revenue. The combination of well-targeted Spark Ads and native creatives, coupled with smart budgeting across ad sets, allowed the brand to monetize its user base effectively in both the U.S. and France. The significant revenue growth from these core markets enabled Inshallah to reinvest in the business, opening up opportunities for expansion into new territories, including the UK and plans for future tests in Germany and Belgium.

Moreover, the campaign’s impact extended beyond just numbers. The increased brand visibility and engagement on TikTok solidified Inshallah’s reputation as a leading dating app for Muslims, fostering trust and credibility within the community. The strategic use of culturally resonant content, combined with TikTok's advanced targeting tools, enabled Inshallah to create meaningful connections with their audience, ultimately leading to higher user satisfaction and loyalty.

As a result of this campaign, Inshallah has not only scaled its user acquisition but also positioned itself for long-term growth and success. The ability to continuously optimize campaign performance through ongoing testing and iteration has become a cornerstone of their strategy, ensuring they remain competitive in a dynamic digital landscape.