Scaling TikTok Globally For Petit BamBou, Using Spark Ads
Special platform. Unique users. Native content. We made global scaling happen for the #1 leading meditation app.
What the client says
It’s astonishing what the right creative and optimization can achieve. Admiral Media turned Tik Tok around for us: from zero to one of our most successful channels. And they continue to satisfy us by finding and optimizing on the best creatives that fit our brand and hit our performance goals.
– Benjamin Blasco, co-founder at Petit BamBou
Benjamin Blasco
Co-Founder
@ Petit BamBou
The Admiral Media team is incredibly profes- sional and knowledgeable about Tik Tok and on top of the latest developments thanks to their excellent relationship with the platform. They always go above and beyond to make sure we are getting the most out of this fantastic channel. We are glad we chose Admiral Media to help us succeed on TikTok.
Learn how we reduced the CPI by 57% and increased conversions by 170% using Spark Ads.
-57%
CPI
+170%
CONVERSION RATE
+40.6m
VIEWS
+208.000
LIKES
CONTENT IS KEY
One of our most impressive clients is the meditation and mindfulness app Petit BamBou with over 2,000 guided meditation sessions in six languages and is used by 9+ million people worldwide.
After we had been running campaigns across channels for a while, we suggested testing TikTok as a new channel. Initially, we were seeing average results, but we trusted that we could improve our campaigns’ performance with more engaging content.
WHAT WE DID
After various iterations of creative ideas and concepts, we agreed on what type of content was working best for this channel and our client decided to brief an influencer to create some native videos. TikTok makes it easy to use creator videos as ads and measure results, using their Spark Ads format.
Authenticity and creativity are key elements that we look for in a Spark Ad, as these are vital for great TikTok performance.
We also made sure that creators were using actual in-app footage to make the app memorable to viewers.
After testing some of them, we spotted that there was a short and engaging video that was outperforming everything we had tested before. In just 10 seconds, this creator conveyed the value and main benefits of the app in a fun and charming way.
THE RESULTS
The results speak for themselves. By now, the short video has over +40.6 million views and 210,000 likes on TikTok – which is simply astounding for a branded video. On the performance side, we managed to drop the CPI by 57% overall, even with a higher CPC! The key was the conversion rate from clicks to app installs, which increased by 170%. Yes, you read it right, it was 170% higher.
We see how the CPI drops heavily in the week this creative took
off - while the number of installs increases
The science of repeating success
We believe that there’s a massive potential on TikTok, especially in the long term. Building a community, and providing them with engaging content, is key for building a brand asset on the platform.
So, how did we repeat the creative success for the same client?
We used the tool TikTok Creative Center to see and analyze what’s actually trending (Top Ads). There was a clear pattern in the best-performing creatives containing dynamic scenes, humor and an entertaining approach.
Another winning Spark Ad by the same creator
What we did
We established a deep connection between the creator and the end user by designing the creative to be focused on the entertaining aspect, using native features. Remember, native is key on TikTok.
The goal of the creative was to provide valuable information, explained in an entertaining TikTok way. We know that the attention span is very low, so we emphasized three key areas for the Spark Ad.
- Dynamic scene transitions
- Focus on the creator
- Text overlay is done in TikTok, to supplement the native design
EXPANDING TO NEW MARKETS
With our learnings from the winning creatives in France, we wanted to repeat the process in another country: Spain.
We already had data from previous campaigns, on the TikTok users in Spain, as well as who we’d like to target. Therefore, we used a creator, who’d be able to establish a strong relationship with the users.
We found a Spanish creative which has outperformed all of our other Spanish TikTok ads. The ad was in a campaign utilizing app-events optimization (AEO), optimizing towards users subscribing to a feature within the app. The goal of this creative was to provide information in a simple way and utilize the in-app features we wanted to highlight.
THE THREE MAIN CRITERIA FOR THE AD
- A compelling hook to catch interest.
- Enabling a relevant sound, to support the overall messaging while showing in-app features.
- A clear CTA helping users on what action to take, at the end of the ad.
KEY RESULTS
Compared to our other ES ads, this creative resulted in:
- 16% decrease in CPC compared to our other ES ads
- 21% increase in CVR
- 14% decrease in CPA
GIVE YOUR CAMPAIGNS time and budget
One crucial factor to consider is the learning phase. As we were targeting a valuable lower funnel event, we knew that it’d be harder to generate signals and leverage from these. However, we believed in the TikTok algorithm being able to help us generate bottom-line results.
Because TikTok’s AEO targeting will find users who have a greater chance of performing a certain event and we’ve seen its impact of it, with other clients.
CONCLUSION
We’ve seen it over and over again: content is key on TikTok. It is all about finding the sweet spot between:
- What your audience wants to see
- The expectations that your ads create
- The landing page (the app store in this case) satisfying those expectations
When you hit the nail on the head, the results can be really, really great, and with the right focus, it’s possible to repeat creative successes.
TikTok is a fast-changing channel. This means: Finding that winning creative is a never-ending task. We always keep iterating on the creative that outperformed everything else and tests new concepts to keep up and get the best performance for our clients.
IF YOU’RE READY TO SCALE, WE WANT TO
HEAR FROM YOU
At Admiral Media, we specialize in Growth and Performance Marketing. Our dedication to quality is why our clients stay with us for years.
