Wasla Browser

The objective

Reaching the 40k app downloads milestone with TikTok Advertising

The founders of the shopping browser Wasla wanted to redefine online shopping for emerging markets. Today, the app they built helps online shoppers save money on almost everything they can buy online.

Wasla, whose experience is pinned on its browser, has different features, including a deal finder that aggregates discount codes and cashbacks across a network of merchants like Amazon, Noon, H&M and more.

Who is Wasla’s target audience? The business focuses on online shoppers, and aims to create a platform where value is given back to everyone who shops online.

Wasla has a strong organic presence on TikTok, with a creative approach that revolves around diverse content, catering to various themes and interests. The brand often partners with well-known creators who have personally enjoyed the benefits of the app. Anyone who checks its TikTok profile will also find TikTok videos that are stats-heavy, as this type of content helps with brand awareness and allows Wasla to promote exclusive offers to its audience.

Thanks to this content strategy, this growing business can successfully engage, inform, and captivate its TikTok community.

When it comes to advertising, TikTok has been one of Wasla’s key platforms since the beginning, and allowed the brand to explore various campaign objectives that would successfully promote its services. This included App Install Objectives, Smart Performance Campaigns, manual campaigns, and engagement-focused objectives. Each ad solution was carefully selected to effectively support the brand’s goals and enhance its overall marketing efforts.

This time, the business wanted to reach its 40k app downloads milestone and gain more monthly active users. By implementing strategic marketing efforts, focusing on various campaign objectives, and collaborating with creators and agencies, the daily goal was to surpass the target of 100 app instals, which would contribute to the expansion of the user base and enhance the platform's presence in the emerging markets.

The solution

Making smart choices with an all-round ad campaign

After reviewing our platform’s ad solutions, the business went forward with a mix of Smart Performance campaigns, A/B testing, and creators partnerships.

For businesses like Wasla, Smart Performance campaigns can leverage advanced algorithms and machine learning to optimise ad delivery and targeting, which can lead to improved results and better overall performance for the campaign.

The marketing team at Wasla also conducted split tests and test-and-learn campaigns to compare the results of using a Smart Performance campaign to those of a normal campaign. By running these experiments, the business analysed and quantified the impact of the Smart Performance campaign on the cost per install (CPI) metric. The split tests provided valuable insights into the effectiveness of the Smart Performance campaign in driving app installs at a more cost-efficient rate.

The observed differences in the CPI between the two approaches helped Wasla make data-driven decisions and optimise its campaign strategies to achieve better results.

The business also partnered with creators, many of whom were already active users of the Wasla app themselves, which added authenticity and credibility to their endorsements.

In terms of content creation, Wasla went with an all-round approach. It leveraged direct messaging and tips-based content to quickly engage with users and make a strong impact. The business played with various content formats, from entertaining and humorous videos, to informative tutorials, and visually appealing visuals. On top of all that, Wasla inserted trending challenges and relevant pop culture references to stay up to date with the interests of its TikTok community.

The results

Crossing a significant app downloads milestone

Looking for a shortcut to impressive results? Try a strong campaign setup like Wasla.

First of all, by implementing the Smart Performance campaign, Wasla successfully reduced its cost per app install by 67% compared to previous year. This allowed the business to acquire new users more efficiently, leading to an increased ROI.

Second, the campaign generated a notable increase in the number of app installs, 4 times more than previous year. By leveraging strategic partnerships with sought-after creators and running engaging content, the business attracted a larger audience and expanded its user base during the campaign.

Third, the campaign's success translated into a 224% growth in the number of active users on its app. Through direct messaging and valuable content delivery, Wasla fostered a sense of loyalty and engagement among its users, leading to a higher retention rate and increased overall user activity.

Last but not least, the campaign had indirect positive results, including a cultural impact, positioning Wasla as the go-to shopping app in the Egyptian market.