Bigo Live
Eager to reduce installation cost, increase in-app purchase rate and improve ROAS, Bigo Live leveraged Snapchat in a move that drove significant results for the live streaming service, from boosting ROI to reducing SKAN CPIs.
More Ways To Win With Snapchat
- Jane Zhi, Head of User Growth, Bigo Live
Snapchat has become an indispensable marketing channel in Bigo Live’s Middle East market strategy – and its latest collaboration was further proof of that. By leveraging Snapchat, the brand expanded its reach to a larger number of high-value iOS users with strong purchasing capability. It also successfully lowered CPM and CPI, maintained stable ad performance and achieved improved ROI.
More specifically, SKAN installs increased by 45%, SKAN CPI dropped by over 4X and ROI surged by 300% in Bigo Live’s new markets. These results have incentivised the brand to explore these regions further as its audience demonstrated strong potential and solid purchasing power.
By leveraging the tCPA bidding model for five consecutive days without adjustments, Bigo Live saw SKAN CPI decrease by 10%, ROI improve by 17% and both ad spend efficiency and performance stability increase.
And finally, the brand’s Story Ads drove strong results across both cost and ROI metrics, with Bigo Live’s CPM reducing by 4x, SKAN CPI decreasing by 1.5x, and ROI increasing by 43%. 1
Bigo Live, which was founded in Singapore in 2016, is a live streaming service with clear goals. Recently, the brand wanted to reduce installation cost, increase in-app purchase rate and improve ROAS. As the brand has an ongoing collaboration with Snapchat due to its strong market penetration as well as its a broad audience base in the Middle East, it was the obvious choice for Bigo Live.
To achieve its goals, Bigo Live expanded into new countries, leveraged Snap’s tCPA bidding model and used Story Ads. To drive expansion in these new markets, the brand initiated ad campaigns targeting new GCC countries. It also leveraged Story Ads to engage its target market, varying its creative between user interfaces and simple calls to action.
Meanwhile, in the Saudi market, Bigo Live adopted a scientific tCPA bidding model, allocating a daily budget of 10X CPI with a target cost of 1–1.3X CPI, maintaining this setup for five consecutive days without adjustments.
