Gojek Vietnam

The Objective

Be it zipping people across town, or satisfying hunger pangs at all hours, Gojek Vietnam is just a call away. But in a country of more than 98 million, the Indonesian unicorn's appetite continues to grow. While Gojek Vietnam had run numerous campaigns on TikTok to great effect, it wanted to go a step further in reaching out to the mobile-savvy community⁠—attracting new customers to sign up on the app. A combination of TikTok's App Event Optimization tool and Spark Ads provided a ready-made solution.

The Solution

Gojek Vietnam’s suite of services such as transport and food delivery caters to millions. It was important to shake up its marketing strategy in order to entice even more to register. To achieve that objective, Gojek Vietnam used AEO to identify users who had a greater chance of triggering a certain event, in this case "Registration," in a targeted and cost-effective manner.

It applied location targeting to zoom in on the cities of Hanoi and Ho Chi Minh City, and excluded existing app users as a focused approach to reach relevant, unique, high-value users. The campaign also used a Cost Cap bidding strategy, where Gojek Vietnam set a bidding price that it was willing to pay for its optimization goal—in this case, boosting registrations following app installs.

Once targets were defined, it was time to leverage authentic videos by TikTok creators that creatively showcased the brand and its app offerings. Gojek Vietnam utilized TikTok's newest ad solution Spark Ads, where businesses can amplify their own organic content or the content of other creators as TopView or In-Feed Ads to generate engagement within the community.

In this case, audiences were treated to humorous videos, which included depictions of exaggerated "relatable" scenarios when people order food via the app. The ads included a "+" sign for users to conveniently follow the account, which yielded 2,696 new followers, and included a prominent call-to-action button prompting them to download the app.

The Result

AEO proved to be crucial as Gojek Vietnam found the right users, and helped reduce the cost per unique registration by around 50% as compared to its previous app install campaign within the same period. With this achievement, it was no surprise that the cost per install was also reduced by 27%!The complementary Spark Ads allowed Gojek Vietnam to forge real connections with the Vietnamese community by spotlighting organic and original content that increased registrations. Gojek Vietnam's targeted ads that embraced the lighter side of life no doubt resonated with viewers whose love for humor has translated into successful signups.