PLUG, STRACT Inc.

The Objective

People love to get a bargain. Japanese lifestyle app PLUG brings shoppers the best prices for thousands of consumer goods across the Internet at the press of a button. To increase app installations, PLUG wanted to add a dynamic channel into their marketing mix that could offer their audience an immersive experience. In addition, PLUG needed to advertise on a cost-effective yet engaging platform and TikTok presented a brand-new alternative to them.

The Solution

TikTok was shaking things up online with original UGC and PLUG decided to explore video content to showcase its app. TikTok’s Spark Ads, combined with an App Profile Page, was a great way to take their creative videos to their target audience. Spark Ads gave PLUG's video content the authentic look and feel of UGC, which delivers great user experience to drive more video views and product interest. Adding the App Profile Page also helped PLUG to target iOS 15 users in a Direct Campaign (focused on customer signals onsite) to minimize cost per click and cost per installation. This targeted approach helped PLUG achieve better CPI while maintaining effective ad spend. By opting in to the App Profile Page during the Spark Ad set up, PLUG was also able to provide a fast-loading, seamless experience to the TikTok community, who can instantly explore the app features without leaving the TikTok app.

The Results

PLUG was able to see positive results even before their month-long campaign ended – the brand achieved a conversion rate of over 55% and at the same time recorded 30% savings in CPA, with a click-through rate of 1.4%. The performance metrics also formed a reliable benchmark for the lifestyle app, allowing them to develop future marketing plans using TikTok as a platform to publicize new features developed in the app.

Hear from @plug_official_jp on how they used Tiktok Creative Challenge to bring the best prices across e-commerce platforms to more users!