TikTok campaign with UGC creatives targeting 18–34: CR 4.6%, cost per install €0.68.
The task
The advertiser came to us with a funnel that already worked but had hit a volume ceiling. We needed to reach a volume of app installs within a month for the 18-34 audience in Poland via TikTok, beating the client's previous agency on cost per install (benchmark €1.10).
We worked the "App Install" vertical in the Poland market. Payment model — CPA per app install, main sources — TikTok Ads.
How we did it
We built the buy around four decisions.
- Shot all winning creatives so they looked like organic TikTok content rather than an ad — no brand intro, no polished voiceover, with a person reacting to the app in the first two seconds.
- Split the 18-34 audience into two separate creative tracks within the same age group: 18-24 responded better to humor-driven editing, while 25-34 responded better to creatives opening with a specific app feature.
- Ran both tracks in parallel instead of picking one universal approach for the whole age group.
What went wrong
Not everything went according to plan. The client's previous agency held CPI around €1.10, and the 18-34 audience turned out not to be a single segment in practice — a unified creative approach for the whole group was not delivering the expected return.
Instead of a single creative track for the whole age group, launched two separate ones — for 18-24 and for 25-34 — and shot the materials in an organic, non-ad style. This delivered a 4.6% CR and let the same budget produce more installs, rather than just lowering bids.
The result
Once stabilized, the campaign held the following numbers. Over the a month: installs/month — 46K, cost per install — €0.68, cr — 4.6%.
46,000 installs in a month at €0.68 CPI — against the client's previous agency benchmark of €1.10. The difference came almost entirely from the 4.6% CR, not cheaper traffic.
What we took away
- An organic, non-ad creative style works harder on TikTok than brand polish.
- A single age group in targeting can hide several segments with different behavior — worth running them as separate creative tracks.
These numbers belong to one specific setup, geo, and buying period. Economics will differ on another offer or in another season — we always recalculate them before launch.