Cases
Little Caesars TR: Scaling App Installs and Cost Efficiency with TikTok Smart+
Challenge:Little Caesars aimed to determine if the volume of creatives in a campaign significantly impacts performance. The core challenge was to find a way to drive stronger results for app installs at scale while evaluating cost efficiency and overcoming “creative fatigue” often seen in single-asset campaigns.
Approach:To test their hypothesis, the brand launched a Smart+ test on TikTok comparing two distinct strategies: Single Creative: A campaign using one brand-led creative. Multi-Creative: A strategy utilizing 6 different brand-led creatives. The objective was to monitor app installs and track key cost-related KPIs such as CPA (Cost Per Acquisition) and CPM (Cost Per Mille).
Partnering with SEM:By leveraging TikTok’s Smart+ App Campaigns, the brand utilized automated tools to dynamically optimize budget allocations toward the top-performing creatives in real-time. This partnership with TikTok’s automated technology minimized manual management, maximized impact, and allowed the brand to scale with confidence using data-driven insights.
Results:The multi-creative strategy significantly outperformed the single-creative approach across all metrics: CPM: 18.3% lower in the multi-creative campaign. CPI/CPA: 15.3% lower in the multi-creative campaign. Efficiency over time: The multi-creative campaign saw a 21% decrease in CPA over time, whereas the single-creative campaign saw a rise in CPA due to creative fatigue. Conclusion: The test proved that a diverse creative strategy maintains content freshness and drives down costs effectively.