NOICE

The Objective

NOICE is an entertainment app that hosts a variety of audio content such as podcasts, radio, audiobooks and Original series that are rising in popularity amongst young audiences who are savvy with pop culture. Their audio content frequently features popular local content creators, championing comedy, current affairs and pop culture trends as their entertainment value. To acquire more active app users, the brand needed an ad solution that would result in quality conversions. This would also mean that the brand needed to identify a content style that would attract their target audience and convert them into engaged app users.

The Solution

To anchor the key message that NOICE is a go-to destination for audio content, they produced video creatives featuring their most popular podcast programmes, adding a UGC twist to make them as humorous, relatable and eye-catching as possible. Using these creatives, NOICE ran in-feed ads with the App Install objective and targeted a broad audience to maximise their campaign’s reach. Following these creative best practices allowed NOICE to draw in quality conversions since users who engage with their UGC-style videos on TikTok are likely to enjoy their in-app content too, thus becoming active users of the NOICE app.

The Results

The month-long campaign proved to be beneficial for NOICE in many ways. With a CVR of over 10.5%, NOICE reduced their CPI by 62% compared to their previous campaign where UGC-style videos were not used. More importantly, the campaign successfully acquired active app users as 76% of TikTok users who downloaded the app through the campaign became active users of the NOICE app (i.e. tuning in to at least one piece of audio content in-app).

The stunning paid performance isn’t all – NOICE also observed an increased momentum of organic traffic and conversions. Organic app installs made through the ‘Install’ button on their TikTok profile has been growing since the campaign, increasing by up to 5x than before. This reassures NOICE that there is a huge potential for brand growth on TikTok and solidifies their insights that their new UGC style of content works well with their audience on the platform.