GoWish · B2C · wishlist app
Grow an app mainly by running creator TikToks as ads
Hit #1 on the App Store, secondhand; cheapest acquisition
Workedpaid-socialugc-creators
What they did
An agency on SideShift ran GoWish's UGC campaign and pushed it mainly through Spark ads.
What happened
Reached #1 on the App Store almost entirely from Spark; cheapest user acquisition.
In their words
The Superwall Podcast · Drew Levin - I Studied 1,000,000 UGC Ads, This Is What Will Grow Your App“that was almost entirely from spark and it was so cheap and it was the cheapest way to gain users”
Related topics
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More from this episode
- Suno: Lean into people hating your category to drive commentsCalled the easiest way to go viral; no numbers
- SideShift: Tie videos to job-market anger: 'I have a master's and can't find a job'Talking-head version got 9.6M views; 6-7 of ~15 early videos hit 150-300K
- Hand creators viral videos to copy; review every post for the first 3 daysCommon to every successful creator campaign he sees
- Hire one manager for every 10 creators to keep them postingEvery long-running successful program has many managers
- Turn the TikToks that already did well into adsCPMs well under $1; also lifts the account's later organic views
- Run creator posts as Meta partnership ads with targetingConverts better than TikTok's boosted creator ads in general
- Clue: Have creators post to four platforms; pay for views only on the best oneSpreading among brands; adds reach while hedging pay; no numbers
- Pay creators $800/month for 60 videos, plus view bonuses capped by viewsCPMs fall from $5-8 in month 1 to ~$0.80-0.90 at $100K+/month
- Cap a viral creator's monthly payPaid ~$4K instead of ~$75K for 180M views; creator left
- Pay creators only a share of ad spend or sales, nothing up frontOne creator made 35 videos before earning; hurts loyalty
- Brex: Run creator videos as TikTok ads to win B2B customers'Really good results', secondhand; very cheap CPMs
- Post daily 10-minute story videos with the call to action at minute nine'Somehow this is working'; no conversion numbers
- SideShift: Train your own creators with a 6-hour course on making app videosCreators earn ~$10-15K after 1-2 months; early quality complaints
- SideShift: Pay creators yourself when a brand fails to pay themExtreme creator loyalty and referrals; costs up to ~six figures/month
- Suno: Have creator managers also coach the creators#1 in the App Store music category, secondhand