Lemon

The Objective

Looking for new customers with cost efficiency 

Lemon is one of Argentina’s top crypto companies. Its mission is to increase user access to cryptocurrencies in an easy way thanks to their variety of products and their friendly UX. Lemon blends the best of traditional finance with cryptocurrencies, making it the perfect entry door to the Crypto world.

Lemon wanted to scale its user acquisition by unlocking new channels to reach new audiences. However, when they tried investing in new media, the performance team found out that many of their efforts did not prove to be incremental. That means, they were increasing budget but were not seeing an increase in events. To truly scale, Lemon needed to find a channel that would provide incremental new users.

When they heard about the beta test allowing crypto advertisers in TikTok, they knew it was a big opportunity to grow their user base.

The Solution

Speaking authentically to the audience 

Lemon decided to run TikTok Ads to acquire new users making their first transactions in the app. Its performance campaigns needed to be not only incremental, but also efficient: It was critical for them to keep the CPA below their defined target.

However, advertising on TikTok requires a media expertise quite different to other social channels. Creatives are a key lever to optimize performance in this platform. And being creative in TikTok means producing authentic, UGC, sound-on, vertical and short videos, while using creators and trends. That is what the TikTok mindset is about: making TikToks, not ads.

During the first weeks, they ran App Installs Campaign with Infeed videos, using upper funnel audiences. From the beginning, this campaign used TikTok and Pangle placements. Later on, they implemented install campaigns with in-App event optimization in order to acquire users with potential for transactions through Lemon’s wallet.

The Results

Establishing an integral advertising channel for all strategies 

TikTok campaigns brought Lemon significant cost savings in acquiring new users and buyers. The CPI was -60% vs target and CPA -63% vs target! Also, they exceeded their new accounts target by 120%. To top that, Lemon’s creative ads quickly ranked among TikTok’s top 10 high-performing ads in Argentina. The team had never reached these numbers in any other digital platform during the first month of their campaigns.

This came to prove how valuable TikTok audiences are, with a big proportion of unique users unlikely to be found in other social media platforms.

Today for Lemon, TikTok has become far more than a powerful channel for user acquisition. From communicating new app features to launching new company projects, the platform has turned into a key space to interact with their audiences. Always with the same mindset.

"Finding a partner like Winclap Creative Studio was key to build trendy and funny videos that helped us not only to communicate all the benefits of Lemon in an easy way, but also, and more importantly, to get better results," said Christian Gaitan, performance lead at Lemon. "We are also very happy about the partnership that we have with IMS which was key to turning Lemon into one of the first Argentinian crypto companies to advertise on TikTok. The results of this campaign are the result of the synergy and teamwork between our teams." he concluded.