Bibit

The Objective

Understanding how TikTok Ads drive incremental purchases and registrations

Bibit is a Robo-investing brand that provides assistance on smart mutual fund investments. Using the Bibit app, users can invest into a diversified mutual fund portfolio. The process is intelligent and hassle-free, providing professional financial planning services that consider factors such as age, income, and overall risk profile.

Bibit wanted to understand the impact of their media investments on TikTok Ads. Bibit specifically sought to understand if the performance of auction ads on TikTok had an incremental impact on purchases and registrations.

The Solution

Using TikTok Conversion Lift Study to understand investment efficacy

Bibit took advantage of TikTok Conversion Lift Study (CLS), a first-party measurement solution that empowers advertisers with actionable data. This data can then be used to improve resource allocation to create more impactful ad campaigns. Here's how it works:

Incrementality refers to growth that can be directly attributed to specific marketing efforts or campaigns. A TikTok CLS helps assess the incrementality of a specific ad campaign, using a scientific approach that compares test group users who were exposed to the ads, with a control group of users who did not. In simple terms, a CLS lets advertisers know if TikTok Ads cause users to perform a desired outcome.

The Results

TikTok CLS reveals significant lift in purchase and registration conversions

The TikTok Conversion Lift Study outcome showed that TikTok Ad spend paid off, successfully driving incremental performance on the intended audience. The study revealed that TikTok Ad campaigns drove a significant uplift of +120% on purchases, and a +49% uplift on registrations. The CLS also revealed that 54% of all purchases were incremental in nature, and a direct result of TikTok Ads.

It's important to note that the study looked at the impact on performance of all Bibit TikTok campaigns, making it an advertiser level study. It underlines how measurement solutions like TikTok CLS can play a vital role in helping brands understand the impact of TikTok Ad campaigns, allowing them to make informed decisions when it really counts.