굿닥
한국의 건강 관리 앱인 굿닥(Goodoc)은 크리에이터를 등장시키고 릴스에 최적화된 콘텐츠를 담은 Instagram 캠페인에서 Meta 비즈니스 파트너 태그바이(TAGby)와 협업한 후 앱 설치를 27% 늘릴 수 있었습니다.
2012년에 시작된 한국의 스마트폰 앱 굿닥은 병원, 약국, 보건의료 전문가를 검색할 수 있는 온라인 플랫폼입니다.
파트너십 광고와 평상시에 활용하는 광고를 병행했을 때 평상시에 활용하는 광고만 게재할 때에 비해 앱 설치 증가
파트너십 광고와 평상시에 활용하는 광고를 병행했을 때 평상시에 활용하는 광고만 게재할 때에 비해 앱 설치당 비용 감소
파트너십 광고와 평상시에 활용하는 광고를 병행했을 때 평상시에 활용하는 광고만 게재할 때에 비해 도달 증가
파트너십 광고와 평상시에 활용하는 광고를 병행했을 때 평상시에 활용하는 광고만 게재할 때에 비해 도달당 비용 감소
굿닥 팀은 콘텐츠 크리에이터와 함께 릴스를 제작하면 비용은 낮게 유지하면서 모바일 앱 설치를 늘릴 수 있는지 알아보고자 했습니다.
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