Queereads: Using TikTok Ads to drive app downloads

As this is a new app, the goal of the campaign was to drive app downloads and get as many new users as possible.

To address these goals, as their TikTok Ads Agency, we crafted a campaign intended to appeal to both existing readers and lapsed or absent readers by leveraging nostalgia, educational content about reading, and tapping into Gen-Z social media habits and societal issues they care about.

As part of this strategy we created 61 pieces of organic content, & 14 pieces of ad creative. These videos addressed topics that resonated with our Gen-Z #booktok audience and aimed to reignite their interest in reading. Our ads utilised a number of different styles such a podcast, narration and to camera pieces that performed very well for instals. Each of these content styles were created with a TikTok first mindset and mirrored popular styles existing on the platform to ensure the videos felt native to viewers.

Our campaign for Queereads achieved impressive results, surpassing key performance indicators and benchmarks. While originally hoping to drive 5,000 app downloads with a cost-per-install no higher than £3.00, we successfully drove 7,671 app installs during the campaign period, with a total media spend of £6,049. The average CPI across all campaigns was £0.79, showcasing the efficiency of our strategy.

Compared to results achieved on other platforms, TikTok proved to be the most effective in reaching our target audience and generating app downloads. The 2.8 million impressions and the engagement we received on TikTok surpassed our expectations. The platform’s unique features and engaged community allowed us to connect with young readers and ignite their interest in the Queereads app.