A $0.68 install cost for the LOVENN mobile app
Dating in Singapore: acquiring users through TikTok at $0.68
Key project metrics
Who the client is
LOVENN is a local dating app in Singapore with unique cross-matching features, dealbreaker settings and recommendations from friends. The development team was looking for new user acquisition channels to scale.
What the client needed
Set up TikTok ad campaigns to diversify the marketing mix. The main goal was to minimize the cost per install (CPI) and cost per registration (CPR) while attracting the target audience through performance advertising.
What we did
Research and testing
We started with iOS as the core user base and tested bids and creatives. We found that cutting bids by 50% didn’t reduce scale but substantially lowered CPI. We expanded to Android on day 7.
Creative optimization
Automatic optimization identified the most effective combination of 4 videos (UGC and animation) and 3 text creatives. We set standard budget pacing instead of accelerated.
Scaling with control
By day 10 we had spent the test budget and began raising budgets more aggressively, up to 50% at a time. We split the audience by gender: scale for the female audience was doubled.
New creatives and bids
We launched 5–7 new ads per group and tested bid increases of 3–10%. TikTok’s recommendation: don’t touch campaigns during the learning phase without a significant drop in metrics.
Integration into the strategy
We confirmed that TikTok is an extremely profitable channel. We followed the best practices: sound on, portrait orientation, weekly creative refreshes, 9+ second duration, “swipe left” instead of “click here.”
Results achieved
What it gave the client
TikTok became an extremely profitable acquisition channel for LOVENN, hitting the target KPIs for CPI and CPR. The key to success was following creative best practices, patience during the algorithm’s learning phase, and constantly refreshing the materials to prevent burnout.
Screenshots and creatives
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