LinkAja

The Objective

Determining if TikTok drives app installs and in-app purchases

LinkAja is one of Indonesia's largest interbank networks. Its mobile app serves as a digital wallet that enables users to make a variety of daily transactions and purchases.

The finance brand wanted to understand how advertising on TikTok helps drive real business results, with the key metric of incremental conversions. In particular, LinkAja wanted to know if its conversion campaigns led to more in-app purchases and app installs. And of course, behind this objective was the overall goal of driving conversions among its target audience with a solid return on investment (ROI) and measurable incrementality.

The Solution

Setting up a test with TikTok's Conversion Lift Study

LinkAja decided to test out the success of its campaigns on TikTok with a Conversion Lift Study. In doing so, the brand became one of the first alpha participants of the solution.

A Conversion Lift Study sets up experiments to conduct scientific testing of a specific hypothesis, and thereby measure incrementality. For LinkAja that meant discovering whether its media spend was driving users to take action and so resulting in incremental conversions. The research question was: "Do TikTok ads actually cause users to perform the desired outcome?" The test involved a control group (who were not exposed to LinkAja's conversion campaign) and an experiment group (who did see the ads).

LinkAja's conversion campaign leveraged TikTok Creators and platform best practices to create highly engaging, user-friendly content. The ad creatives featured app users making transactions from the comfort of their couch. The people in the videos wore cosy, homely PJs, clearly demonstrating just how convenient the app is for making purchases and transactions.

The brand also made use of TikTok's Automated Creative Optimization feature. This tool manages ads more efficiently and effectively by automatically finding high-performing combinations of creative assets. This allowed LinkAja to quickly create and test around a dozen creatives to optimize and scale its campaign.

In addition, LinkAja used Custom Audience targeting across multiple ad groups. This enabled the brand to conduct different layers of targeting, including retargeting uninstalled users and users already familiar with the brand, as well as broad targeting.

The Results

Driving real business impact through incremental conversions

The Conversion Lift Study found that LinkAja's conversion campaign did indeed drive more app installs and in-app purchases. The study found a 158% uplift in purchases among users who saw the brand's ads, compared to the control group. LinkAja's conversion campaign also drove a 2.6x increase in incremental purchases, at a cost of USD 0.03 per incremental purchase conversion. In fact, 60% of all conversions were incremental.

LinkAja's Conversion Lift Study proved that its TikTok campaign was successful both in terms of ROI and incremental conversions. The study also encouraged LinkAja to optimize its future campaigns regularly with creative testing, by making use of TikTok's full-funnel solutions.