The Objective
Increasing app installs at an efficient cost
sweetgreen is leading a movement to reimagine fast food for a new era by building healthier communities. The fast casual restaurant serves up “real food” like salads and grain bowls as a way to create a healthy alternative to quick service restaurants (QSRs). With a focus on loyalty, sweetgreen wanted to increase app installs for its new iOS app, where users can order delivery or pickup and explore exclusive menu items. Already advertising with multiple partners, sweetgreen turned to TikTok to test how the platform could efficiently drive app installs.
The Solution
A fresh approach to driving app installs
sweetgreen focused on lower-funnel, always-on app install campaigns to increase meal purchasing. So when TikTok's new App Profile Page feature launched, sweetgreen was eager to explore potential cost per install (CPI) efficiencies by A/B testing this new product against its existing strategy.
TikTok’s new App Profile Page is a native, instant page on TikTok that displays information about the promoted app from analytics platforms like App Annie and 42Matters. The product is designed to accumulate more on-site signals while driving app installs, which made it an ideal fit for sweetgreen’s conversion objective. The App Profile Page, which has faster loading times and allows users to stay within the TikTok app, also gives brands like sweetgreen a more turnkey approach to implementing a campaign without having to reinvent creative assets.
sweetgreen's campaign natively showcased its tasty, plant-forward bowls and heart-healthy snacks while driving users to the App Profile Page to learn more and download the app. The brand kept targeting broad while focusing on key designated market areas (DMAs)to ensure it was reaching audiences near its locations. The strategy helped sweetgreen create efficiencies and increase awareness of its socially conscious restaurant while driving app installs and brand loyalty for a deliciously fresh approach.
The Results
App Profile Page delivers a sweet green reward
Fast and fresh! sweetgreen is always hungry to test out new products, and TikTok's new App Profile Page delivered. The A/B test between the new App Profile Page and Standard App Install resulted in a 58% lower CPI with the new App Profile Page.
The TikTok community was engaged with sweetgreen's mission: with the campaign's success, sweetgreen increased daily budget spend by 100% as it continues to execute with the App Profile Page to reach app install goals at a lower cost.
