Lookpin

The Objective

Designed with the everyday Korean man in mind, Lookpin is an app that solves fashion problems by giving insight into clothing coordination and offering fashion inspiration depending on the situation – be it while on campus or away on vacation.

On top of having the function for users to browse and ‘pin’ outfits on a bulletin, Lookpin also houses many brands of clothing and users can shop a wide range of products and make a purchase instantly.

After establishing their niche with Korean men, they identified TikTok as an effective channel to reach new audiences and engage closely with their community through creative content. However, the brand faced challenges in creative videos suitable for the platform. They needed a solution to not only produce video creatives that would perform well, but also drive greater brand awareness and recruit more app users.

The Solution

As part of Lookpin’s 2023 Lunar New Year promotion, they reached out to creators who were existing brand followers and offered a collaboration. They partnered up with the unique proposition of producing content based on each creator’s selected colour, publicising a consistent message that app users can easily find various men’s clothes on the app and solve common problems like the coordination of outfits.

On top of that, TikTok also invited Lookpin to participate in their Lunar New Year 2023’s creative program, where they were given the opportunity to receive creative support from creative agency, AEGIS, in Korea.

The brand ran an App Install Campaign on TikTok to drive more app downloads and applied Interactive Add-ons such as the Download Card across their campaigns. Designed to drive more people to download an app, Interactive Add-Ons would catch users’ eye with vibrant popups, bold stickers and other visual elements. Such elements which appear on Lookpin’s videos on the ‘For You’ feed of users would act as an extension of Lookpin’s unique selling proposition (USP) and encourage more people to click into the brand’s App Profile Page. 

The App Profile Page is designed to make the app installation process seamless and easy for users. This fast-loading instant page experience helps to improve the delivery performance of iOS 14 Dedicated Campaigns and functions as a bridge between TikTok and their device’s application store.

To further increase their brand visibility, Lookpin also leveraged Spark Ads, a native ad format that allows advertisers to amplify organic videos on their page or from creators, to reach more users and increase the business potential of their best-performing content.

The Results

Their creative Lunar New Year campaign was a hit – Lookpin saw over 150% increase in app downloads as well as a 9.6% conversion rate – a dramatic leap in performance when compared to previous campaigns using older video creatives, and improved effectiveness when it comes to targeting users on iOS14-operated devices. They also recorded a 16% savings on CPA, proving that the creatives performed better, and creator collaborations were a step in the right direction for the brand.

Besides, larger volumes of engagement were also observed on the creatives used in this campaign, which provided Lookpin with valuable feedback and insights on their app’s user journey and user experience, creating a positive feedback loop with their new-found audience.