Omio

From Test Budget to Travel Boom: How Omio Scaled App Installs By 172% Using TikTok

Objectives

Scaling travel app installs in Italy

As Omio expanded into new markets, the travel platform looked for a performance channel that could reach travelers where inspiration begins. TikTok offered that opportunity, helping Omio achieve a major lift in app installs in the Italian market.

Headquartered in Germany, Omio is a global travel app that allows users to compare and book trains, buses, flights, and ferries across Europe and beyond. With expansion into the United States and mobile usage on the rise, the brand aimed to accelerate app growth in Italy.

While Omio had found success on other channels, TikTok was still largely unexplored as a performance campaign partner. The goal was to test whether TikTok could scale installs while also driving high-value in-app actions, such as searches and add-to-cart events.

Equally important, Omio wanted independent validation of business results through a Conversion Lift Study to confirm TikTok's impact on measurable performance.

Solution

Building a marketing funnel with Smart+ and creator-led content

Rather than running a standard app campaign, Omio worked with TikTok to design a Smart+ campaign, a performance solution designed to optimize both installs and in-app actions across the marketing funnel.

After committing to a test budget, Omio launched campaigns in Italy, supported by custom creative packages through TikTok One, a suite of performance tools designed to help advertisers maximize results through AI-powered targeting and automation. Within TikTok One, Partner Connext (formerly TikTok Creator Exchange) allowed Omio to easily collaborate with vetted creators to generate native, performance-driven assets at scale.

To ensure the content was optimized for TikTok, Omio leveraged TikTok Symphony, a creative AI toolset that helps brands ideate, generate, and optimize video ads quickly. Omio also integrated Creative Center, TikTok's real-time dashboard for spotting top-performing trends and benchmarks across industries.

Finally, a Conversion Lift Study conducted in Italy measured real business outcomes, validating the campaign's impact on both installs and mid-funnel events such as in-app searches and add-to-cart behavior.

Results

Driving measurable growth validated by a Conversion Lift Study

The test campaign delivered breakthrough results, with Omio achieving a 172% lift in app installs, proving TikTok's strength as a high-efficiency growth engine. The campaign also drove a 47% lift in in-app events, as users showed deeper engagement across the funnel. This included a 21% increase in searches and a 26% lift in add-to-cart actions, with all results statistically significant at the 90% confidence level.

Beyond performance, Omio achieved improved efficiency, with cost per incremental conversion (CPIC) dropping. Most importantly, the Conversion Lift Study validated that this uplift wasn't coincidental, but incremental, directly tied to TikTok's media impact.

For a performance-driven brand like Omio, these results position TikTok as a trusted and measurable acquisition channel capable of driving both installs and in-app actions.

To find out more about TikTok advertising and marketing solutions including Smart+, contact our team here.

This is a TikTok case study and is solely for informational purposes. Past performance does not guarantee or predict future performance. All claims related to brand products including, without limitation, the effectiveness, sales, or quality of such products are brand-reported and not endorsed or verified by TikTok.