Wizz

The objective

Sustaining a consistent influx of high-quality users

Wizz, an app created in Voodoo’s studios, is the ultimate online platform for random chats with people from all over the world. Users are presented with other people's profiles that include photos, videos, songs, and other content. They can choose if they want to start a conversation with other app users.

Wizz belongs to the realm of discovery apps, specifically catering to the "make new friends" category. It is currently available on iOS and Android in the US and in more than 15 other countries across North America, Europe and Oceania.

Wizz has been active on TikTok for the past two years, consistently achieving successful performance. All of its promotional activities are aimed at maintaining a steady influx of high-quality new users, who eventually transition into paying users. Wizz is consistently seeking innovative approaches to expand its user base and refresh messaging strategies.

The solution

Introducing Carousel Format to resonate with new audiences

Wizz traditionally concentrated on In-Feed Ads, deploying MAI campaigns aimed at a diverse user base and specifically targeting users aged 18 to 24 for certain campaigns. Wizz also experimented with Reach and Frequency with the goal in mind to develop a full-funnel approach to support growth.

Additionally, Wizz adopted a strategic targeting approach, incorporating audience inclusion to retarget users who had downloaded the app, but have not been active within the last 30 days. The team also excluded users who had already downloaded the app.

Wizz explored various creative formats on TikTok, ranging from single images to longer video formats. They experimented with durations, including 10, 15, 30, and even 45-second videos, in their quest to discover the most effective approach. Ultimately, they found that 30-second videos featuring app conversation extracts accompanied by background music proved to be the most efficient format.

In order to maximize the results and deliver the story of the app to users from another perspective, the TikTok team offered to implement a brand new format - Carousel, as soon as it was available.

TikTok Carousel Format is an image-based creative format, allowing advertisers to upload 2-35 images in a sequence. TikTok users can swipe between different images to view more details and control the viewing pace by themselves. The format is designed to generate Web Conversions, Traffic, & App Promotion, which was a perfect fit for Wizz's objectives.

Wizz crafted a series of creatives that kicked off with captivating text messages infused with TikTok slang, resonating with the language of young people. Subsequently, viewers were treated to screenshots from the app, providing a comprehensive glimpse into what Wizz has to offer and how it functions. The format was crafted not only to provoke interest but also to offer a clear understanding of the app's features and user experience.

The results

Driving performance excellence with Carousel Format

Carousel ran in addition to in-feed video ads. Integrating the new format benefited performance as the conversion rate for Carousel ads was 3 times higher than for standard ads. Also, the format delivered lower cost per install - 20% lower vs standard MAI campaigns.

Integration of the new format and its successful performance allowed Wizz to double the investment on the platform.

The format significantly contributed to the overall performance of the campaign thanks to its novelty, the relevance of the content, and precise targeting. When integrated with more traditional In-Feed Ads, the campaign's messaging became diverse and appealing to various types of audiences.

Additionally, the integration of new formats, such as Carousel, serves to present the message from a different perspective. This not only has the potential to appeal to additional audience segments but also helps in avoiding creative fatigue.