GoWish

The objective

Launching an app globally to millions of TikTok users

At some point, someone in the world must have wished for an app that gets them through the pain of finding gifts for birthdays, weddings, or the festive season. In 2015, Post Danmark and Hjaltelin Stahl went into genie mode and granted that wish by founding Ønskeskyen. In 2020, the company was acquired by Casper Ravn-Sørensen and Mads Dahlerup, who, with a new app and an ambitious international mission, set a new course for the Danish wish list app.

For the global app launch under the name GoWish, the brand needed to increase visibility in 2023 as a new entrant in the market. With the mission to become the leading digital wish list solution worldwide, the ultimate goal was clear and tangible: app installations and engagement on their platform.

Given its vast reach and active users, TikTok was the perfect solution to reach a global audience.

The solution

Testing and learning with the right mix of content

The team behind @gowish_com focused on their core markets Norway, Sweden, the US, Germany, Great Britain, and the Netherlands in their first-ever ad campaign on TikTok.

They used Spark Ads to turn their content and that of other collaborators into ads as external agencies helped to find the right influencers for this campaign. A click-through led users to an App Profile Page - a fast-loading instant page experience that helps improve the delivery performance of iOS 14 Dedicated Campaigns by acting as a bridge between TikTok and the App Store.

Working with their agency SeMa Media and with the help of their TikTok account manager, they continuously optimised ad spend, used data for decisions, and stayed in the loop of emerging trends and features. Split testing videos, producing more of the content that worked well, and focussing on seasonal peak moments like Black Friday or Christmas were key in their approach. All of this allowed the biz to be ahead of its ad game and improve results in a major way.

The campaign showed how user-friendly the GoWish app is, and how it improved the wish list experience for shoppers. With real user stories and trending products from their own app's data, the team produced fresh, relatable, and entertaining content that resonated well with their audience

The results

Turning dreams into reality with 1.3M app installs

Well, the Danish wishmakers decided to shoot for stars and achieved galactic results. 1.3 million app installs, 1 billion impressions on their ads, and over 180k new followers. That's performance wrapped as a gift and tied with a bow. With an ongoing test and learn cycle, GoWish turned valuable insights into the most resonating content that resulted in a cost-effective ad campaign.

In the US app store, the brand ranked 1st in the lifestyle category and 9th in the top free charts. Today, the business has more than 5 million global users who created more than 140 million wishes.

The key takeaway for the team is the importance of aligning content with the needs and preferences of the audience. It’s about striking the balance of creative but also deeply relevant and engaging videos.

With these insights and mindset, a successful future is not wishful thinking at all.

TikTok has been a game-changer for us at GoWish. The platform's dynamic and creative environment enabled us to connect with our audience in a way that was both genuine and impactful. Through TikTok ads, we've not only reached a wider audience but also engaged them with our brand story in a deeply resonant manner. The success we've seen is a testament to the power of TikTok in transforming digital marketing strategies.

Casper Ravn-Sørensen, CEO

GoWish