RECICLOS: +332% in Registrations Optimizing TikTok Ads [UA Case Study]

In this case study, discover the results we achieved from PICKASO thanks to our User Acquisition (UA) strategy with TikTok Ads for our client RECICLOS.

The key to improve TikTok Ads’ campaigns conversion: organic content

RECICLOS is a mobile app of Ecoembes, which promotes cans and plastic bottle recycling by generating points, the RECICLOS, that can be exchanged with prizes or donated to social and collaborative projects.

This app is available in Spain in many of its cities. RECICLOS also has a website from which the app can be downloaded, available on the App Store and on Google Play.

Context and goals of the project

When RECICLOS got in touch with PICKASO, they shared their global objective in terms of registrations within the app, being to reach 200.000 registrations among paid and organic traffic. The app was not well known yet, but it could count on the Ecoembes’ support, and the visuals had to explain well the apps functioning to recycle and receive the points to be able to exchange them with prizes or social projects (donations).

For the UA strategy of this client, we decided to plan campaigns in Facebook (AKA Meta) Ads, Google Ads UAC, Apple Search Ads and TikTok Ads. In that case study, we’ll focus on TikTok Ads and we’ll analyze the changes that were applied to improve the results, the costs and the conversion.

Our UA proposal

Our objective was to get more downloads and registrations from new users within the app. With TikTok Ads, we started working on an animated visual in which the app functioning was explained through an explicative video with RECICLOS corporate yellow in the background – a purely promotional content.

The results of this campaign were not going so well, the conversion was not very good and the costs were higher than on other channels. However, a campaign that is not working in a specific channel doesn’t mean that we should stop working on this channel.

For this reason, we decided to change strategy and to work on a campaign with much more organic content, seen as more “tiktoker” content, in which 2 influencers would speak about the app, the possibilities to earn prizes or to donate to collaborative projects.

The results of this strategy were astonishing. From there, we hit the nail on the head and we managed to scale in this channel, reaching a much superior conversion volume and at a much more economical cost.

Optimization results

Below you will find the results we achieved in TikTok Ads with the second video, more organic, compared to the first video, more promotional:

• Total downloads: installs grew by 577% from June to July with the change in the strategy and the new visuals.
• Total registrations: the new registrations in the app improved by 332% thanks to TikTok Ads campaigns.
• CPI: the cost per install went 74% down with the new content.
• CPL: the cost per lead went 60% down with the new content.
• Conversion rate: The CR improved by 63% with the new content.

Regarding Google Ads UAC, the second channel with the most investment at that time, the CPL was 48% lower than the other channels.

At first, TikTok Ads first month’s budget represented 6% of the monthly budget. With the change in the strategy and the good results that were achieved in the channel in the last months, nowadays it represents 14% of the monthly budget.

With the changes we applied to the strategy on TikTok Ads in July, we could see that the results and costs improved notably. The new content that was promoted with a more organic feel helped improve the campaign data and enabled us to scale in this channel.

Optimizing TikTok Ads – Conclusions

Seeing the comparative between both campaign with the change in visuals, we can conclude that, to get better results from TikTok Ads, it’s important to adapt to what the user is used to find on this platform, being organic and dynamic content, adapted to the trends, and to renew it on a regular basis not to saturate the users. This will reflect positively on the campaign results on this channel.

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