Driva

The Objective

Driva is an Australian financial platform specialising in personal loans, refinancing and vehicle finance. The platform streamlines the loan process, enabling users to easily compare lenders, find optimal rates, and apply online, ensuring a straightforward and tailored financing experience. With TikTok’s growing user database of young adults strongly aligned to their target audience, Driva wanted to explore solutions on the platform to reach more users while building brand presence through authentic engagement.

The Solution

As Driva was looking for a solution to acquire new customers, they launched a campaign with the Lead Generation objective to cultivate prospects on the platform. Through a Web Form, users provide their contact information and allow advertisers to reach them in different parts of the marketing funnel. Engaged users can signal interest in specific products or services the brand offers, depending on their advertised content. Driva launched multiple ads covering top, middle and bottom funnel goals such as ‘View Content’, ‘Contact’ and ‘Submit Form’ respectively, allowing them to tailor different messaging in their video content to different audiences and strengthening the events signals. In addition, Driva also utilised Custom Audiences to exclude audiences who have declined or submitted their forms previously, hence focusing their ad spend on new audiences who are more likely to complete their desired action.

To ensure that their content is engaging, Driva leveraged User-Generated Content (UGC) in their campaign video creatives, using relatable content to capture viewer interest. Their approach starts with a hook to capture attention, followed by testing their Unique Selling Points (USPs) to highlight Driva’s value propositions. Each video concludes with a strong Call to Action (CTA) to encourage viewers to take the next step, making their ads action-oriented and driving better performance. By working with creators from the TikTok Creator Marketplace to produce new video assets, Driva is able to regularly refresh ad creatives, keeping their ad content fresh to beat creative fatigue.

The Results

The lead generation campaign helped Driva achieve their goals – recording a high 16% Conversion Rate (CVR), reducing Cost Per Lead (CPL) by 19% with Custom Audience exclusions and making over 720K impressions.

Through their campaign on TikTok, they learnt how to keep content fresh to maintain the effectiveness of ads over time. The platform’s dynamic user base and creative freedom offered also enables brands like Driva to rapidly test and learn different types of content so they can tailor their creative strategy to their target audience. Moving forward, Driva looks forward to using the TikTok Ads API to fine-tune their advertising strategy and enhance lead quality, using insights to increase their middle and bottom funnel goals to drive more conversions.