Omni Calculator

The objective

Finding the perfect formula for increasing brand awareness and web conversions

Finding the perfect formula for increasing brand awareness and web conversions Poland-based business Omni Calculator started out as a hobby and experiment back in 2011. Founder Mateusz Mucha built a web calculator with a unique twist – it could calculate in any direction, without a fixed input or output. He then turned this concept into an app which gained traction at an astounding pace, reaching over 4 million downloads so far. In 2014, Mateusz decided to turn his side project into a business, with a goal of helping people solve every mathematical problem possible. From travel cost projections to baseball batting average calculations, Omni Calculator does it all.

Omni Calculator has a strong presence on TikTok, having amassed over 48k followers under the handle @omnicalculator. It uses TikTok to provide its audience with product-related content that’s both educational and entertaining. From daily life topics, like providing the exact measurements for the perfect pancake recipe, to more pressing issues like the ecological impact of coffee production – its goal is to keep followers engaged and informed, while also promoting the brand and products on offer.

The software and applications business wanted to further grow its brand awareness and also increase website traffic. But what’s the best solution to this equation? TikTok has the answers.

The solution

Multiplying the chances of campaign success with Spark Ads

In May 2023, Omni Calculator launched a campaign targeted at 18-44 year olds across Europe with the primary aims of boosting its awareness and directing more people to its website. To connect with new audiences in an authentic way, Omni Calculator used Spark Ads as its main ad format. This ensured that all views, comments, shares, likes, and followers gained during the promotion were attributed to its organic posts.

The growing business produced all the content for this campaign itself – fourteen ads in total, six of which were static graphics with music. The content varied from subjects such as, “Can happiness be measured?” to more immediately actionable information like, “How much sunscreen should you use?” As well as wide-ranging subject matter, the campaign also contained both short and longer-form videos, ranging from ten seconds up to one minute. Using a variety of executions allowed Omni Calculator to determine which approaches resonated best with its audience throughout the campaign.

The results

70k website conversions + 5.48m impressions = 100% satisfaction

Thanks to Omni Calculator’s engaging and educational Spark Ads, the campaign proved to be a major success for the software and applications business.

During the month of May alone, this campaign generated 0.91% of all sessions on Omni Calculator’s website – which is more than it expected to get from all its social media platforms combined. This small Polish tech business achieved an incredible 5.48M impressions, over 70k landing page views, 207k clicks, a CTR of 3.77%, and a CPC of 0.01PLN.

Omni Calculator plans to take the insights gained from this campaign and use them going forward – especially the static video with music format that proved so successful. It’s amazing what can be achieved with a cool and calculated approach.