Anya KorzunWhen Papa John's Azerbaijan set out to boost their mobile app installs, they had two goals in mind: reach the right audience and do it efficiently. TikTok, with its massive reach and high engagement, was a natural choice.
By combining TikTok’s native ad formats with deep platform insights and local support from Evido, Papa John’s unlocked an incredibly cost-effective user acquisition channel — generating over 2 million impressions, nearly 300k in reach, and more than 20,000 clicks to the app store, all for just $620.
The Goal: App Installs first but with valuable side effects
The primary objective of the campaign was clear: drive app installs for Papa John’s Azerbaijan by sending users directly to a deep link download page. Every creative choice, call-to-action, and placement was designed to encourage quick clicks and conversions.
But as the campaign unfolded, it became clear that secondary outcomes like brand awareness and engagement weren’t just byproducts — they actively supported the core goal.
Thanks to the campaign’s broad reach (294,739 users) and over 2 million impressions, visibility for the Papa John’s brand grew significantly. TikTok’s engaging format also encouraged users to interact, watch through to the end, and consider downloading — even if they didn’t act immediately.
Low CPC ($0.03) and strong CTR showed that users weren’t just seeing the ads —they were interested and willing to act.
What Worked: Native Look, clear CTA, and the right mix of formats
One of the campaign’s biggest strengths was its ability to match TikTok’s native visual language. The creatives felt organic to the platform — quick, visually striking, and to the point.
Pizza close-ups, sizzling cheese pulls, and quick ordering animations grabbed attention within the first seconds, while a clear “Download the App” CTA guided users straight to action via a deep link.
But the real success came from selecting the right ad formats for the right moment—a decision that made performance both scalable and cost-efficient.
“We mainly used In-Feed Ads and Spark Ads,” says Vasif Gahramanov, Digital Marketing Specialist at Papa John’s Azerbaijan. “In-Feed Ads work great when you want full control over your message and a fast user journey — from ad view to app download. You can structure the video exactly how you want, add a strong CTA, and link straight to the app store. But it’s important to keep it short and punchy — anything longer than 15 seconds risks losing attention.”
These In-Feed Ads were crafted specifically for vertical viewing (9:16), keeping to TikTok’s sweet spot of 9–15 seconds. Their native placement in the “For You” feed helped them blend in, while still standing out visually — thanks to dynamic food visuals and a benefit-driven message.
“Spark Ads, on the other hand, are perfect when you already have an organic video that’s performing well,” Vasif continues. “They help you scale that momentum without losing the ‘authentic’ vibe. It still feels like a regular TikTok, which users trust more than obvious ads. It’s a great choice if your brand already creates fun or engaging content — or if you’re working with local influencers.”
While Brand Takeover and TopView formats were considered for boosting awareness, the team prioritized formats that combined native style with performance potential — ensuring users could go from interest to install in just a few taps.
“TopView is fantastic for visibility, but we knew we had a very specific conversion goal. In-Feed and Spark Ads gave us more flexibility and allowed us to optimize around real actions, like clicks and downloads,” Vasif adds.
Targeting Strategy: Reaching the Right Craving
The campaign used TikTok’s targeting tools to focus on users most likely to engage — urban audiences, young adults, and food and delivery enthusiasts. Interest and behavior-based targeting helped reach people already inclined to explore quick-service food options or download similar apps.
To expand reach without sacrificing relevance, the team also used lookalike audiences, modeled on existing app users, to find new potential customers with similar profiles.
Results:
With just $620 in total spend, the campaign delivered:
- 2M+ impressions
- Nearly 300K users reached
- 20,293 clicks
- CTR of 1.01%
- CPC as low as $0.03
- CPM around $0.31
Lessons for Other Brands:
If your goal is app installs, especially in food, retail, or delivery, this case has a few clear takeaways:
- Use TikTok-Specific Formats: Spark and In-Feed Ads are gold when done right.
- Invest in Targeting: Focus on people who actually order food online. Lookalikes and retargeting matter.
- Partner with a Platform Expert: TikTok can be tricky to master alone. Evido gives you full access, zero commission fees, and expert guidance to scale fast.
“The platform itself was really intuitive and easy to work with, even from the start. And I have to say — whenever I had questions, Ismayil Sadigov was incredibly responsive, even on weekends. It really felt like we had a partner we could count on throughout the whole campaign.”
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