Winner Profile

Shopkick and Moburst

Moburst/Shopkick TikTok Triumph

Campaign Overview

Shopkick is a retail shopping rewards app where consumers scan products to secure free gift cards. With the onset of the pandemic, in-store shopping numbers dropped dramatically, and Moburst and Shopkick shifted strategic attention to online shopping and driving acquisition there via social platforms. A social media audit revealed that within Shopkick’s immediate competitive set, attention was heavily saturated within Facebook, Instagram, and Twitter, and there was much less competitive attention and investment on TikTok. The campaign, then, targeted an 18-30 audience on TikTok.

The first iteration of the campaign did not perform well. To get it out quickly, assets were used from other platforms. These did not resonate well with the TikTok audience, so Moburst went back to the drawing board to develop a much more TikTok native-looking campaign.

This performed much better, delivering an 87 per cent reduction in Cost Per install and an 89 per cent reduction in Cost Per Registration. Additionally, initial cohort analysis shows that this new generation of customers is very active, retains very strongly, and delivers a higher lifetime value.

Judges’ View: “I liked the test and learn approach and the quick developments in response to the situation to improve the success of the campaign.”

Category

Most Effective App Install Campaign

Winner

Shopkick and Moburst – Moburst/Shopkick TikTok Triumph

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