GoWish

The objective

Boosting User Acquisition and Engagement in Low-Season Periods

GoWish, a Denmark-based app founded in 2015, is one of the world’s leading platform for wishlists and social shopping, with over 7 million users globally. The app allows users to create and share wishlists, find inspiration, and buy gifts at the best prices online. GoWish's vision is to make the digital wishlist experience simple, enjoyable, and accessible to everyone.

Facing a common challenge in their off-peak season, GoWish sought to maintain user growth and engagement outside of their key Q4 period. Their primary goal was to acquire 1,000,000 new users and drive greater adoption of the app during this quieter time. Additionally, GoWish aimed to streamline their content creation process and produce a large volume of educational, high-performing ads to keep their audience engaged year-round.

The solution

Leveraging Content and Data-Driven Ad Strategies with TikTok Creator Challenge

GoWish approached this challenge with a creative, data-driven content strategy, using TikTok to amplify their off-season efforts under the handle @gowish_com. Central to their strategy was the use of TikTok Creative Challenge(TTCC) to help provide content for the campaign. The TikTok Creative Challenge provides high-performance and easy-to-use creative content, at scale, for performance-driven advertisers. By simply creating a creative challenge on the platform, advertisers can receive up to 30 ad creatives generated by creators within 10 days. This solution allowed GoWish to create high-quality, relevant ads that performed exceptionally well with their target audience.

TikTok’s Spark Ads, were integrated into GoWish’s strategy. These ads helped GoWish enhance engagement by making their advertisements feel more organic and native to the platform. GoWish adopted an agile approach by split-testing various creatives via TTCC, enabling them to quickly identify and optimize the best-performing ads. The combination of innovative content and flexible testing allowed GoWish to stay creative, continually adapting to what worked best.

In terms of content, GoWish focused on showcasing the diverse use cases of their app—whether it was for birthdays, holidays, or creating inspiration lists. This approach not only highlighted the app's unique features but also kept the content fresh, original, and aligned with trending themes on TikTok. As the app’s peak season was in Q4, GoWish needed to emphasize the app's year-round value, making it relevant for every occasion, even during slower periods.

The results

Exceeding User Growth Targets and Boosting Wishlist Creation

The GoWish campaign delivered remarkable results during a period that is typically considered a low season for user acquisition. Despite running the campaign from March to August—outside of their peak season in Q4—GoWish was able to exceed its ambitious goals. By effectively utilizing TTCC content, the campaign led to a substantial increase in user engagement and wishlist activity on the platform.

The campaign attracted over 1.3 million new users, significantly expanding the app’s user base across multiple markets, including core regions such as Norway, Sweden, the United States, Germany, Great Britain, and the Netherlands. This surge in new users was accompanied by a major boost in wishlist activity, with more than 2 million new wishlists created during the campaign period. In addition, nearly 25 million new individual wishes were added by users, reflecting the growing engagement and interaction with the app.

The ability to quickly test and optimize new creatives through the TTCC content allowed GoWish to focus heavily on performance, ensuring that high-performing ads were prioritized. This resulted in a streamlined content flow and improved overall ad efficiency. Furthermore, the campaign also had a positive impact on GoWish’s organic reach and growth, driving sustained engagement beyond paid advertising efforts. The success of this approach has set a new standard for GoWish's content and advertising strategies moving forward.