Project Details

User Growth for TikTok

Objective: TikTok aimed to acquire new users, engage current users, and retain them on the app to boost Monthly Active Users (MAU) and Daily New Users (DNU). This was achieved through various growth marketing tactics, including app store optimization (ASO), growth hacking, influencer marketing, and both in-app and external campaigns.   Growth Marketing Strategy:

• App Store Optimization (ASO): Utilized localized content to improve app discoverability and downloads.
• Growth Hacking: Implemented tactics across Snapchat, YouTube, and paid ads to boost user engagement and downloads.
• Influencer Marketing: Engaged influencers to drive user acquisition and promote TikTok content.
• Cross-Functional Campaigns: Coordinated efforts across multiple teams and platforms to execute comprehensive user growth strategies. Key Campaigns:

  1) Single’s Day Campaign (Social e-Commerce Campaign)

  • Objective: Increase app downloads and promote TikTok Shop via user-generated content (UGC).
  • Execution: Collaborated with over 100 fashion, beauty, and lifestyle brands to create UGC that encouraged in-app purchases via TikTok Shop.
  • Budget: $50,000
  • Location: UAE
  • Ad Spend Split: 50% on Facebook, 50% on Instagram
  • KPI: Cost per Acquisition (CPA)
  • Results:
    • Increased app downloads during the Single’s Day campaign.
    • Encouraged strong engagement with fashion and beauty influencers, driving awareness and purchases through TikTok Shop.

  2) Ramadan Campaign (First In-App Interactive Activity)

  • Objective: Engage users through an interactive in-app campaign during Ramadan, incentivizing daily activity and referrals.
  • Execution:
    • The campaign was built using an in-house tool called Magic, operated from China.
    • Users earned points for daily check-ins and referring friends, recording their daily healthy habits during Ramadan. Users with the most points received cash prizes and phones.
  • Results:
    • 12 million users participated in the interactive activity.
    • 200,000 new users were acquired organically, driven by the virality and excitement of the campaign.
  Conclusion: Through innovative growth marketing tactics, TikTok significantly boosted user acquisition, engagement, and retention. The Single’s Day and Ramadan campaigns were particularly impactful, driving millions of interactions and user growth across the UAE.