How Yubo Used TikTok & Snapchat To Drive Installs For Their App With Gen Z
Yubo is a Gen Z-focused social app that helps users make friends and build communities online through video live streaming, chats and games. Yubo has experienced strong growth, with 25 million users already and being regularly featured in the Top 10 Social Networking apps.
Having recently secured a £10million funding round, Yubo wanted to continue their app’s growth in the US market. They wanted to reach 13-24 year olds in that market to drive awareness and most importantly conversions/installs for their app.
As digital natives, Yubo’s target audience are already spoilt for choice when it comes to social apps with the likes of Snapchat, Instagram & Houseparty. In addition to this driving installs for mobile applications has become increasingly expensive on social media due to the saturation and high competition for advertising spots on the likes Instagram & Facebook.
Considering this, Yubo were looking for an expert partner to help them stand out from the crowd, engage Gen Z on their native platforms and ultimately drive app installs.
We ran a multi-platform campaign, combining the power of organic TikTok influencer content with Snapchat media pages and TikTok paid ads for distribution.
We handpicked 3 of the biggest Tiktokkers on the platform to produce creative and compelling content to distribute via ads. They created ‘text based’ sketch videos that communicated the benefits of the app in connecting young people with new and genuine friends. The subject of these videos included fun things like finding new ‘gamer’ friends, which we knew would resonate well with the audience.
Next up was adding a layer of virality to the creatives. Using our TikTok analytics platform ByteSights, we noticed that the track Roxanne by Arizona Zervas was exploding at that time with various challenges and duets utilising the upbeat tune. We decided to overlay the influencer videos with the song to ensure that the creative was on trend to further increase user engagement.
We then used these organic and compelling creatives to distribute across our Snapchat media pages and TikTok paid ads platform encouraging users to download Yubo and start creating new friendships. But we didn’t stop there. We A/B tested the different creatives, constantly monitoring performance and scaling gradually using our special data-driven approach. This approach ensured that the audience will only see the most compelling creatives and messaging, helping Yubo achieve a more cost effective CPI.
The results? Very impressive.
The core objective of the campaign was to raise awareness around the product and drive app installs for their Gen Z audience. In this regard, the campaign beat all targets.
The campaign drove over 10,000 app installs, beating guaranteed views by 100% with an astounding 13.6 million views across Snapchat and TikTok. In addition to this, we saw a CPC of £0.18 on TikTok, nearly 10x less than the average CPC on Facebook in 2020.
Most importantly, the campaign delivered a cost effective CPI, decreasing Yubo’s optimal install costs by 7% and beating the US industry average by 20%.
Why This Worked
1. Combining Paid Ads with Influencer Creatives
TikTok & Snapchat holds our attention because it is human-centric in its nature. We also know that these platforms are driven by influencers. We combined both elements by using human-centric influencer creatives. This helped the ads resonate with the audience, resulting in higher engagement and a CPC of £0.18.
2. Leveraging Viral Songs
The bedrock of TikTok is music so we knew that using popular tracks in their creatives will help show that Yubo is current and is a brand that has an understanding of Gen-Z culture. Combining our influencer videos with a viral track helped Yubo immediately build trust and affinity with their target demographic.
3. Multi-Platform Strategy
When trying to target a younger audience, most brands either don’t know where to start…or use the wrong platforms. We knew Snapchat & TikTok are where most kids hang out online. Using these along with our data-driven creatives allowed us to expand our reach to over 13.6 million combined views, introducing Yubo to consumers across both platforms.
If you’d like to learn how your brand could drive results on TikTok and Snapchat get in touch. Talk with one of our experts to see how your brand can dominate on the platforms whether it’s driving sales, clicks or attention.