How Joom garnered 430k+ app installs through VBO and User-Generated Content
Increasing sales and reaching affinity audiences for Joom – a platform for shopping from all over the world
Joom Marketplace helps consumers make shopping easy and entertaining, giving access to high quality goods from around the world. The brand was looking to capitalise on the buying potential of new users through their campaigns. They came to TikTok to leverage deep funnel solutions to reignite solvent audiences and increase sales.
Category Introduction: How E-Commerce is Developing in Europe? ?
In Europe, the E-Commerce industry has been riding on a robust growth trajectory since March 2020. According to the PostNord’s report, there was growth of over 40% in several markets. This historic rate of increase was driven largely by the coronavirus pandemic.?
The number of E-Commerce consumers also has grown steadily in recent years. From 293 million consumers in 2020 to 297 million consumers by the end of 2021, according to data from PostNord logistics company. Besides, more than 70% of buyers use their mobile phone (or tablet) for purchasing goods online. Given the cluttered space and almost similar offerings across, most players of the market realize the need to distinguish themselves as a brand to drive differentiation which has seen companies from this sector dominate spending across media in recent times.
What Were Our App Growth Results??
How Did We Achieve These Results??
1. VBO Campaigns
In partnership with AdChampagne, Joom ran In-Feed Auction Ads as their solution, with a core focus of re-engaging audiences. The brand ran multiple value based optimisation (VBO) campaigns across various regions, and the ads were optimised towards ROAS. Joom had an always-on strategy, and VBO was the next step to unlocking better results from their key audiences who had already shown an affinity for their products.?
2. App Event Optimisation Campaigns
VBO allows you to find users who are most likely to make higher conversions or purchase value, and aims to maximise the amount of value they generate. Joom was able to measure the accurate uplift in ROAS by running VBO campaigns simultaneously with App Event Optimisation campaigns. Comparing the results from the two optimisation methods helped them formulate their strategy as they moved through their ad campaign.?
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3. Ads Localisation
AdChampagne localised their creative in ten different languages, which gave an authentic and native feel to their ads and appealed to a wider range of audiences. The brand boosted engagement by putting a unique twist on their repurposed organic videos. The content showcased the type of products available through the Joom website and used TikTok’s in-app editing tools to overlay text and voiceover to highlight the quality of their offerings.
4. User-Generated Content
Trustworthy elements became the mainstay of our advertising campaign. For the entire period we created more than 100 authentic short vertical videos harnessing the power of UGC through the voice of people. AdChampagne team managed to generate live content that our users will love and want to share with others. The easy-to-use message for E-Commerce users is something they can relate to.?
Check our latest TikTok videos:?
To show you what we mean, in one of our videos, a good-looking girl picks up bright and comfortable clothes for going on a date. And in the other she explores the most suitable options for an evening look with the choice to swipe right for “like” and left for “don’t like.” In both cases, Joom marketplace becomes a solution to the problem due to a wide range and favorable prices for goods.
Combining VBO and User-Generated Content strategies produced great results with over 14,000 purchases made off the back of the In-Feed Ad campaign. Joom achieved their goal of reaching new audiences with over 436,000 app installs, leading to an incredible boost in sales. We also experienced an increase of the ROAS by over 150% compared with previous ads.
Want to know more about incorporating User-Generated content into your App Performance Strategy? Head over to AdChampagne blog articles!??