Imagin Bank

The Objective

A bold move toward growth: Imagin Bank sets out to redefine campaign performance on TikTok

In an increasingly competitive financial landscape, banking companies are facing the ongoing challenge of optimizing their digital presence and maximizing the effectiveness of their mobile campaigns. In this context, Imagin Bank, one of the industry’s most innovative banks has been a pioneer in using TikTok to launch app download campaigns. Over time, these campaigns have not only delivered strong results but have also shown steady and continuous improvement.

However, looking ahead to 2025, the goal was clear: to find a solution that could truly drive a step-change in campaign performance. That turning point came with the activation of Smart+ campaigns, TikTok AI-powered automation solution that enables businesses to efficiently maximize their returns. To build a more complete view of performance, results were assessed using both TTAM and a rigorous incrementality study. This approach made it possible to isolate the true effect of Smart+ and confirm its value as a key driver for the sustainable growth of the bank’s mobile campaigns.

The Solution

Smart+ as a game-changer: AI-based solution that drives better results while enhancing operational efficiency

The first part of the solution consisted of incorporating new campaign lines into the overall strategy by leveraging Smart+ technology. This approach aimed to drive greater efficiency with AI-enhanced targeting and delivery on the KPIs that matter most to the client business, reduce creative fatigue and costs by automating creative testing and optimization at scale and reduce the operational burden associated with manually managing creatives, targeting and delivery setups.

Since this was a key decision with significant potential impact on performance and budget allocation, we wanted to evaluate its effectiveness from multiple angles. This meant going beyond the data provided by TTAM alone to gain a more comprehensive understanding of campaign outcomes. Specifically, we aimed to measure not just the total downloads driven by the campaigns, but also the incremental impact that investing in TikTok advertising could bring to the business. Understanding this incremental lift was critical to validating whether Smart+ could deliver superior results compared to manual campaign management.

To achieve this, the measurement team designed and implemented a Multicell Conversion Lift Study. This study was structured to assess separately the incremental impact generated by manual campaigns versus Smart+ campaigns, using a dedicated control group as a reference.

The Results

Incrementality Unlocked: how Smart+ delivered 27% more lift and set the stage for Full-Funnel growth

The study results could not have been more revealing, and they allowed Imagin to also demonstrate, on an incremental level, how integrating Smart+ into their digital strategy, alongside manual campaigns, helped improve the incremental conversions achieved on TikTok. With a 13.4% relative lift for the Installs event in Smart+ campaigns, this represented a 27.4% improvement compared to the relative lift achieved by the manual campaigns optimized for the same event.

Additionally, the study was able to quantify a huge impact of the Smart+ campaigns in terms of incremental performance for the final Purchase event, reaching a +25.9% relative lift. This has supported Imagin Bank's ongoing strategy to continue advancing their optimization efforts further down the funnel, moving towards a more full-funnel approach that enables unlocking t

he full potential of campaigns across the different stages of the user journey.

Finally, thanks to this study and the highly positive results observed, it has also made it possible to plan further activations and incremental tests to build a roadmap that continues to deliver highly valuable insights for analyzing Imagin Bank’s campaigns on TikTok.