TapNow (Sango Technologies Inc.)

The Objective

Originating from Japan, TapNow is a mobile application that was developed to help users to spontaneously share everyday moments and feel more connected to their loved ones. Users are able to send photos and videos directly to their friends’ mobile home screens, where recipients are able to spontaneously share the content without entering the app. Having established their roots in Japan, they saw the potential to grow their community and acquire new users in the United States. With TikTok’s large user base and innovative creative solutions such as the TikTok Creative Challenge, TapNow wanted to launch a platform aimed at expanding into the new market, using culturally-relevant creatives and strategic advertising solutions.

The Solution

To effectively connect with their audience in the United States, TapNow leveraged the TikTok Creative Challenge (TTCC) to work with creators who can produce relevant and engaging content, scaling up their creative production capabilities. Advertisers like TapNow can initiate brand challenges with directional briefs, and creators would be incentivised to create videos in their unique style for the brand. The solution allows TapNow to generate culturally-relevant content without the huge expense of hiring and managing their own creative production team, while also maximising engagement through the authenticity of user-generated content. 

Using the creatives generated from TTCC, TapNow would launch an ad campaign with the App Install Objective to drive app downloads. Engaged users who were reached with their video ads would be able to click on a ‘Call to Action’ button and download the app immediately.

The Results

The cross-border campaign was successful, as TTCC generated 28 videos for TapNow across 4 weeks, maximising cost-effectiveness and reducing creative fatigue in their app install campaign. The ad campaign recorded 48% lower Cost Per Install (CPI) compared to a campaign in a previous period using brand creatives, alongside a 148% uplift in Conversion Rate (CVR). TTCC has reduced the creative barrier to TapNow’s expansion into a new market, and provided them with a long-term solution to generating effective creatives for better ad performance.