Simply Sing

The objective

Scale Simply Sing globally

Simply, formerly known as JoyTunes, is making the pursuit of creative hobbies simple and fun for all. The company’s global subscription service empowers families and individuals to spend their free time engaging in creative hobbies, from playing the guitar and piano, to singing and drawing.

Amid the incredible success of edutainment content (content that educates while entertaining) on TikTok, Simply believed this is a great platform to reach their audience for their Simply Sing app, aiming to leverage the platform's popularity and musical content to promote Simply Sing globally and reach more potential singers.

The primary objective was to scale Simply Sing globally and grow the number of subscribed users while maintaining profitability at a low CPA. Challenges included reaching the right audience that would value a better singing experience and differentiating Simply Sing's app from competitors by emphasizing their unique features.

The Solution

Design a unique performance strategy for TikTok

1. Decide on key objectives

• Decrease CPA through testing variations that will enable successful scaling.

• Learn from tests and apply findings to future marketing decisions.

2. Implement a Test-and-Learn Framework

In order to fully leverage the potential on TikTok, advertisers can't simply replicate what's working on other channels.

Instead, they must approach TikTok with a fresh perspective, actively experimenting and gaining insights into what truly resonates with the audience.

Simply Sing's team fully embraced this mindset, and in collaboration with the TikTok team, built sequential iterations of tests, following a test & learn framework, that would enable them to achieve their goals.

3. Design the Tests

• Bidding strategy: Cost Cap vs Lowest Cost.

• Targeting: Broad VS Interests .

• Creatives: English VS localized language .

4. Choose the right TikTok Product for the test: Split Testing

Commonly referred to as A/B testing, Split Test is a tool available on TikTok Ads Manager where you can test two ad groups with one variable and avoid audience overlap by ‘splitting’ the audience into two mutually exclusive groups, providing accurate and statistically significant results.

Simply Sing conducted a series of split tests, collecting sufficient data, analyzing results and validating them in other campaigns. Their efforts to constantly learn what works for their app and use these insights for optimizing the whole account helps them get their desired scale-performance results.

The results

75% increase in conversions

By using the Spilt Test, Simply Sing identified successful bidding and targeting strategies that helped increase scale and improve the performance of their campaigns, increasing conversions by approximately 75% while decreasing CPA by 39%.