GOODOC

The Korean healthcare app increased app installs by 27% after partnering with Meta Business Partner TAGby on an Instagram campaign of Reels-first content featuring creators.

Afficher @goodoc.official
THE STORY
Medical help on the go

Founded in 2012, South Korean smartphone app Goodoc serves as an online listing platform for hospitals, pharmacies and healthcare professionals.

27%

increase in app installs for partnership ads plus usual ads, compared to usual ads alone

22%

decrease in cost per app installs for partnership ads plus usual ads, compared to usual ads alone

21%

increase in reach for partnership ads plus usual ads, compared to usual ads alone

17%

decrease in cost per reach for partnership ads plus usual ads, compared to usual ads alone

Prior to this, we had no experience with Reels ads, or working with creators. However, we were eager to try something new, and our experimentation paid off. The target audience related to the creators, helping us reach more people at lower costs. We look forward to further experimentation.
CHA SOYOUNG, MARKETING MANAGER, GOODOC
THE GOAL
Boosting app installs

The Goodoc team wanted to know if working with content creators on Reels would help increase installs for its mobile app, while keeping costs low.

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THE SOLUTION

Creators plus Reels

Goodoc was interested in working with content creators to educate more people about its app’s new end-to-end process, which handles the entire customer journey from diagnosis to treatment.

So the Goodoc team partnered with TAGby, a Meta Business Partner and creator management platform, to find creators who were a good fit for their campaign and likely to appeal to the app’s target audience. The selected creators then filmed their experience using the Goodoc app in a video optimised for Reels.

The Goodoc team used this content to create partnership ads, which amplify content from a creator’s profile. To maximise the performance of these ads, Goodoc used Meta Advantage, a suite of automated solutions that uses machine learning capabilities to help brands streamline their creative processes.

For the campaign, the Goodoc team combined Advantage+ Creative and Advantage+ Placements to ensure the ads were placed optimally across Instagram and Reels placements and seen by people most likely to download the app. Simultaneously, the brand team also ran its usual campaign of photo ads. All ads were served to a broad audience of people in Korea aged 18–65.

To learn more about the impact of its Reels creative, the Goodoc team ran an A/B test in Meta Ads Manager with the following setup:

  • Cell 1: combined the partnership ads with its usual photo ads
  • Cell 2: included the usual photo ads alone

Between July 27–August 10, 2023, the Goodoc team learned that supplementing its usual photo ads with partnership ads across Instagram and Reels placements resulted in higher reach and app installs at lower costs:

  • 27% increase in app installs for combined campaign of partnership ads and usual ads, compared to usual ads alone
  • 22% decrease in cost per app installs for combined campaign of partnership ads and usual ads, compared to usual ads alone
  • 21% increase in reach for combined campaign of partnership ads and usual ads, compared to usual ads alone
  • 17% decrease in cost per reach for combined campaign of partnership ads and usual ads, compared to usual ads alone
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