DaTalk

The Objective

Designed to enable people to share their thoughts freely, the Korean social chatting app DaTalk allows users to engage in conversations with one another anonymously, with only their nickname and age displayed. 

Its location-based algorithm brings users together based on gender, age and distance – so they can filter according to desired locations or chat with people in nearby neighborhoods.

After running online campaigns to drive app downloads for two years, DaTalk needed a more effective solution to get more users to register and download the app.

Apart from that, they also faced challenges when it came to advertising to iOS users due to recent system privacy updates. Hence, they needed an efficient solution that could not only target iOS users better but also optimize conversion rates.

The Solution

DaTalk launched an ad campaign on TikTok with App Event Optimization, an optimization feature that enables them to target users who are more likely to complete in-app events (i.e., registration).

To tackle the challenge of converting iOS users, they also launched an iOS 14 Dedicated campaign, leveraging an additional feature – the fast-loading App Profile Page which acts as a bridge between TikTok and the App Store. Users who click on the ad will instantly be greeted with the campaign page, attributing conversions automatically to the campaign when users click on the ‘Download’ button to install the app from the App Store.

To target even more users, DaTalk opted in to Pangle, which allows them to place their ads on third-party apps. Pangle allows publishers like DaTalk to reach audiences outside of TikTok through immersive ad formats, driving impactful results by maximising their audience base. To ensure that the ad placements were maximised for success, DaTalk regularly refreshed their ad creative with new image assets. This format would require lesser production effort than video assets and yet drive positive results.

The Results

DaTalk’s ad campaign was a great success, achieving better results than expected. The campaign recorded over 3.2K conversions, a significant increase in conversion rate when compared to similar campaign benchmarks and resulted in a 90% reduction on their Cost Per Action (CPA).

Apart from that, the App Profile Page, which performed well with iOS users, helped improved app downloads with an impressive 147% CVR.