Rabatta

The Objective

Advertising top tips with Spark Ads to change online shopping for all

Rabatta was launched in January 2021 by six co-founders; Jacob Frandsen, Benjamin Mikkelsen, Frederik Schrøder, Frederik Madsen, Simon Ejstrud and Rasmus Hansen. Their mission is nothing short of changing people’s online shopping experience for the better. Rabatta is a personal online shopping app and tool that finds discount codes, compares prices and helps users save money.

The vision behind Rabatta was simple, level the playing field. It's making online shopping equal for all by providing users with all available discount codes from around the internet. Their belief is clear. Everyone should have access to the same product price on the same website. No one should pay too much for an item when there’s a lower price available. In short, they’re a shopping tool ensuring users have the very best price when shopping online.

Since launch, their rise has been nothing short of meteoric. In the shopping category, Rabatta has been the #1 most downloaded app in Norway and Sweden, as well as in the Netherlands and Denmark too. This makes them a standout e-commerce case study.

They use their organic TikTok presence to post content based on three themes; At least one post a day tells viewers about a new discount code that’s available on Rabatta. Then there’s educational type content covering things like money-saving life hacks, and finally, there are entertaining posts tapping into the latest trends.

The Solution

Testing continuously hits the sweet spot with app downloads

Working entirely in-house, Rabatta has been advertising on TikTok since January 2022. They started off by trialling different approaches to see what worked best. First of all, they tried out Traffic and Video Views campaigns, but after a short time of testing, they found that App Install campaigns using Appsflyer as a measurement tool produced the best results.

They’ve been running with this approach ever since following. They use an always-on approach for the campaign so there isn't a defined end. This is so they can optimise and adjust the campaign from the targeting to the Creators used as it’s running. Their approach means they’re always testing and optimising to align with their goals.

Their broader marketing goal was to expand into at least three new countries while still growing their position in Denmark. Initially, they hoped to reach 400,000 downloads by the end of 2022 - they achieved this six months early.

More specifically their marketing is to encourage installs of the Rabatta app. As it’s a free app their customer journey is usually very short. Their marketing initiatives on TikTok are top-funnel and awareness-focused in essence, but the aim is to boost installs.

What they find is that they’re often able to convert users with relatively low exposure to the brand. Their KPIs are the number of App Installs and Cost per App Install.

To spread the Rabatta word they use In-Feed Ads comprising a mix of Spark Ads and Dark Ads. The Spark Ads leverage organic content while the Dark Ads are like sponsored posts. Dark Ads don’t show up in the advertiser's timeline or feed and only display in the timeline of those targeted.

For their ads, Rabatta uses App Profile Pages to offer as smooth an install flow as possible for users, with the main target being iOS users.

Their targeting focus is five different markets. Denmark, Sweden, Norway, the Netherlands, and Germany. With the most focus spent on Denmark, Sweden and Norway. They target a broad range of people in these five markets and let the algorithm find the best audiences.

With their TikTok advertising and organic posts, creators play a massive part. They team up with Creators across different markets for their campaigns and mostly give them free rein to produce content for them. Rabatta believes that Creators' content is more engaging when they’re not restricted by a detailed brief. They do provide specific detail for the type of content they’d like in some instances, though like the Black Week period.

Alongside these campaign collaborations with Creators, that produce one to five videos to feature in Rabatta ads and on the Creator’s profiles, they also use creators on a freelance basis outside of their campaigns. Sometimes they choose to boost this content in Spark Ads as well.

With content creation, Rabatta’s approach is to create value for the viewer. They’re inspired by trends and the TikTok community but then a lot of the creativity comes from the Creators they collaborate with. The lack of boundaries placed on them means they make creative content that feels organic and so works well on TikTok.

After all, who doesn’t want to save money when it’s easy and free to do, especially when the message is simple, fun, and clear?

The Result

Optimising content continually boosts campaign performance

TikTok helps Rabatta to achieve its marketing objectives. They’ve used TikTok since founding the business and it's the main driver of their results.

Rabatta’s key insight looking ahead? Continual testing and relevant content are the keys to great performance. They’ve also learned that working with Creators who know what works best on the platform helps massively.