AirbaFresh - CX case study

1.

hypotheses
story
Understand what creative style
drives the best performance for
AirbaF resh on TikTok?
Industry
Retail/Ecomm
Market
KZ
-
Objective
Duration
KPIs
App Promotion
10 days
Add-tocart
What kind of native element can drive
better performance?
How to best hook viewers from the
beginning?
How to showcase in-store content?
Results
2.7X better 2s VTR when starting with an
unrelated hook
31% lower CPA when showcasing the App
UI as part of in-store content
2x higher 6s VTR when using ASMR as audio
vs. Music & Voice Over
Best Performing
Arm 1
Arm 2
Arm 3
Arm 4
Arm 5
ASMR
Cooking Using own-brand
products
App UI
Life Hack
Cooking for
Families
Creative Performance
Team
46 %
Lower CPA
Vs. average CPA – when
showing the App UI in
the Ad
Arm 6
Strong Hook

2.

Experiment results
Overview
Best performing Ad
Cooking Using own-brand
products
CPA
CTR
App UI
Life Hack
Cooking for Families
Strong Hook
ASMR

3.

Experiment results
Overview
6s VTR
2s VTR
Best performing
Best performing
Cooking Using own-brand
products
App UI
Life Hack
Cooking for Families
Strong Hook
ASMR
Cooking Using own-brand
products
App UI
Life Hack
Cooking for Families
Strong Hook
ASMR

4.

Plug & Play
Creative Performance
Team

5.

In-Store (without App UI)
Creative insight
Highlighting the App UI
in the Ad while showing
in-store content drove
the most efficient cost
per Ad—to-cart.
Creative Performance
Team
In-Store while showing the App UI
31%
Lower CPA

6.

Life hack without a hook
Creative insight
Adding an unrelated
hook at the beginning
drives higher early view
retention
Creative Performance
Team
Unrelated hook
2.7x
higher 2s VTR

7.

ASMR
Creative insight
Using ASMR in the ad
drove the longest view
retention compared to
other types of Audio (like
music & VO)
Creative Performance
Team
2x
higher 6s VTR
Compared to all other types of
Audio