Karrot

The objective

Engaging with new customers and driving app download growth

Karrot, a burgeoning marketplace app that empowers its members to conveniently buy and sell items within their vicinity, embarked on an ambitious journey to enhance its presence and user base in North America. Recognizing the potential of TikTok's vast and engaged community, Karrot unlocked TikTok's advertising solutions aiming to connect with new audiences and drive significant app downloads, all while fostering a vibrant community of bargain hunters and treasure finders.

The solution

Boosting user acquisition with creator-led assets and Advanced Dedicated Campaign

Seeking improved performance in acquiring new app users across North America, Karrot utilized a broad targeting approach with a 21+ age overlay, trusting TikTok's targeting to efficiently reach new potential customers. As the global app market matures, marketers like Karrot are having to think beyond the install event to maximize user Life Time Value (LTV) and ROI. To ensure success, the brand’s campaign strategically leveraged a mix of TikTok's advertising solutions, including Advanced Dedicated Campaign (ADC), App Promotion, App-Event Optimization, and Download Card. As one of the first adopters of ADC in North America, Karrot was able to get access to additional reporting metrics on their campaign, allowing them to optimize and improve performance using real-time signals. Finally, by cleverly adding in fun extras like Download Card, the brand smoothly guided users to the app store. For their creative, Karrot pivoted to a localized, creator-first strategy that was scalable and allowed them to have an ongoing dialogue with its users, reinforcing the messaging that on Karrot, every find is a deal and every deal is a find. The creative strategy was distinctly TikTok-centric, featuring high-energy creators who highlighted the app's value in an organic way. Karrot gave creators freedom to create, leading to genuine and empowering content that resonated with the TikTok community.

The results

Fueling downloads and engagement in new borders

When connection comes first, the transaction comes easy! Karrot saw first hand the power of aligning with TikTok's dynamic and creative community, achieving impressive results across the board for their campaign, including a notable 14.8% reduction in cost-per acquisition and an improved monthly retention rate of up to 15% with ADC campaigns (vs. non-ADC campaigns). Additionally, their strategic pivot not only turned around a less successful regional market by improving CPA’s by 35.9%, but it also propelled the brand to reach over 1 million active users in North America. By adopting a TikTok-first approach for their creative, while being bold and leveraging a mix of advertising solutions, Karrot has not only achieved significant milestones but also set the stage for continued growth and momentum. What a way to win with a new community!