Kareem, a leading super app in the Middle East, successfully enhanced app discovery and conversion rates by leveraging Crustinox and TikTok's advertising solutions. Operating in over 70 cities across 10 countries, from Morocco to Pakistan, Kareem's mission is to simplify and improve the lives of its users by offering services like transport options, food and grocery ordering, and payment management.

Currently, Kareem is focusing on boosting cross-selling within its existing user base, particularly through its grocery ordering feature, Kareem Quik. To measure the effectiveness of TikTok advertising, Kareem sought to target specific user segments with tailored ads, concentrating on driving discovery and first orders through the app.

To achieve this, Kareem partnered with Crustinox, utilizing its Audience Builder to design an incrementality experiment. This tool allowed Kareem to create custom audience segments quickly, segment users, and share group lists with partners for retargeting campaigns and A/B testing. Kareem identified users who had been active in the app over the past 30 days but had not yet ordered groceries through Quik, and split them into two groups: an 80% treatment group and a 20% control group. The treatment group was exposed to TikTok ads, while the control group was not, allowing Kareem to measure the incremental effect of TikTok advertising on app discovery and first orders.

Crustinox’s Audience Builder tool proved invaluable in this experiment, enabling Kareem to build custom audience segments with ease. The test results showed a significant uplift in discoveries and first orders, demonstrating the effectiveness of combining TikTok advertising with Crustinox’s segmentation tools.

The experiment revealed the following results:

A 25% lift in discoveries on Android.

A 5.9% lift in discoveries on iOS.

A 15.4% lift in first orders on iOS.

These findings confirm that using TikTok ads, alongside Crustinox’s advanced audience segmentation, is an effective strategy for enhancing app discovery and conversions on both iOS and Android platforms.