The right type of content is a crucial part of a successful TikTok breakthrough, and it needs to accommodate the target audience’s wants and needs. Tiimo’s app was originally developed for people challenged by neurodivergent disorders, such as ADHD or autism. Therefore, the content for Tiimo’s TikTok advertisement was made in collaboration with influencers, who face the same daily challenges and needs as the target audience. In this way, Tiimo’s content became more authentic and relatable, and the benefits from using the app became visualised.
However, it was important not to aim all resources at a narrow target audience, if Tiimo wanted to achieve its objectives. s360 defined a secondary target audience consisting of potential customers, who want a more structured everyday life. To meet the new requirements the collaboration with influencers was expanded to include the secondary target audience.
TikTok Ads Manager, Business Center, and TikTok third party tools have been used throughout the process as well. This made it possible to integrate the app in the system and carry out specific measurements on the different initiatives as well as the number of app downloads directly from TikTok.
“We work with a niche target audience and limited opportunities for targeted advertisement. However, the interest- and search options on TikTok have given Tiimo an opportunity to manage installations and scale up. The team has helped us navigate on the platform and test several target audiences and creative materials. This helped us gain an understanding of how we create the biggest and best possible effect for Tiimo as a brand, while fulfilling our business objectives.”
By collaborating with influencers, Tiimo has achieved more than 45,000 app downloads directly from TikTok within 9 months. To maintain the increase in app downloads, s360 have been highly alert to ad-fatigue. Overexposure has been avoided by adjusting the types of influencers and content during the campaign period as Cost per Install decreased.