How we scaled the application on Bigo Ads to reach 794 311 795 people

Try to solve the riddle! In this social network, you can target the Russian-speaking audience in 2024 and reach over half a billion people... Here's a hint: it's perfect for advertising applications, and its format is reminiscent of TikTok. No ideas? Well, okay, we'll tell you now. It's a social network... Likee, and the advertising platform is BIGO Ads! We've written a case for you, where we share the secret of how we managed to reach an audience of over 794 311 795 people with a CTR of 10.4%!

 

Client

Our client is a large Russian company engaged in the development and monetization of applications. The launch GEO is the Russian Federation, and the vertical is utility/application.

 

Goals

The client wanted to scale their advertising campaign to the maximum: increase reach and boost CTR. Since the promoted product is an application, we recommended the Bigo Ads platform. It’s well-suited for applications with advertising monetization, as in our case.

 

Strategy and implementation

We work as a team on every project: pre-moderation, account managers, SV-platforms, and the creative department. Official representatives of the platform and the client also participate in the process. Working in such collaboration allows us to achieve maximum results.

 

The first stage involves coordination and verification of creatives by our moderation team.

 

Initially, we reviewed the creatives provided by the client and made some adjustments (to ensure compliance with BIGO Ads rules). We then conducted a test launch of the corrected videos and banners, selected the most effective ones, and created additional creatives based on their mechanics.

 

The second stage involves preparing for launch.

 

We completed all the necessary routines for a successful campaign: verified the Bigo Ads accounts and replenished their balance.

 

The third stage involves the support and launch of advertising campaigns, adjusting the process, and resolving issues.

 

One of the main advantages of agency accounts is the absence of blocks. The client doesn't waste time, avoids risking the balance of their account, and can rest assured that nothing will happen to their campaign.

At the start of advertising campaigns, tracking through the tracker and direct launch on the application were unavailable, but we addressed this issue by changing our strategy. Our team thoroughly considered all possible ways to bypass this limitation, and eventually, we found the perfect solution: launching through a pre-landing page and integrating the Bigo pixel.

 

This strategy worked exceptionally well and yielded the first positive results. This approach still works, and at the moment, we have been able to launch directly on the application using the tracker.

 

Challenges

The main challenge was that the tracker wasn’t functioning correctly: the data in it didn’t match the platform's data. Additionally, at the start of the campaign, there were relatively few clicks to the store, the client wasn't achieving the desired actions, and it wasn’t possible to provide a direct link to the application. That's why we decided to try a persuasive pre-landing page, which worked splendidly. Through collective efforts, we managed to find a solution for each issue, achieving even greater results than expected.

 

Results

1. The application launch began in June 2022. During this time, the spend amounted to $328 000 (from June to December 2022), and this amount was spent from a single account.

 

2. The creative department's team created over 100 different creatives, all of which successfully passed moderation. Moreover, not a single rejection was received.

 

3. Over the course of the campaign, an audience of 794 311 795 people was reached

 

The total audience reach

 

CTR 10.44%

 

While working with the client, the idea of developing manuals with the integration of pixels and trackers came up, and we also managed to develop other approaches from which we formed new effective combinations. We still successfully use these mechanics when working with other clients.

 

So, thanks to a change in strategy, the creation of a new combination, and smooth teamwork (regular development of new creatives, moderation, communication with BIGO Ads representatives), we were able to achieve a reach of 794 311 795 people and a CTR of 10.44%.