Jow

Objective:

Jow is an app that recommends recipes tailored to your tastes and to the cooking utensils you have at hand, and turns them into shopping lists that you can order directly from your usual store. The client's primary focus is to enhance their performance on TikTok, with the ultimate objective of driving more registrations within the app. This increase in registrations is crucial as it will pave the way for users to conveniently shop for groceries using the application.

Solution:

Jow took 3 steps towards more impactful campaigns :

Switch to App Event Optimization (AEO): Jow's initial optimization focus was primarily on Installs, which may not yield the most optimized Cost Per Acquisition (CPA) for Registration. Therefore, Jow transitioned from optimizing for Installs to optimizing for in-app events (via our AEO solution) while enabling App Profile Page for iOS ad groups to minimize data loss post iOS 14+.

Adoption of Smart Performance Campaigns: Jow took advantage of TikTok's semi-automated solution to drive more efficiency with minimal input, and adopted Smart Performance Campaigns for Android - therefore optimizing specifically for Registration..

Creative improvement: to go further on creative optimization, Jow adopted TikTok's Spark Ads solution, which aligns with TikTok's best practices in this context..

Results:

Increase in Conversion Rate and decrease in overall CPA :

• There was a significant 55% increase in the Conversion Rate (CVR) for Registrations after shifting from Installs to the AEO + APP combination.

• The Cost Per Acquisition (CPA) for In-App Registrations decreased by 53%.

• The CPA for In-App Purchases also drastically improved, with a 42% decrease.