Deuna

📍 The context

Deuna and TikTok: a consistent bet on innovation for high-quality acquisition

For the past two years, Deuna has consistently relied on TikTok as a strategic channel to drive app registrations. The brand has been one of the platform’s key adopters, using learnings and experimentation to evolve its campaigns over time.

With the goal of building a solid structure and achieving greater efficiency in its Always On strategies, Deuna took a decisive step toward data-driven strategies by implementing a Unified Lift study, which combines Brand Lift and Conversion Lift metrics. This integration represented a unique opportunity to holistically measure TikTok’s impact—not only in terms of brand building, but also in delivering business results.

🎯 The objectives

Brandformance in action: strengthening brand and accelerating growth

The campaign focused on two specific goals: brand positioning and new user acquisition. Deuna aimed to strengthen its market presence in a challenging context, where app adoption required more relatable, relevant, and locally focused communication.

The core of the strategy was reaching every corner of Ecuador and becoming the top-of-mind option for payments and collections among Ecuadorians. This required a differentiated approach to drive local impact and strengthen both brand recall and conversion.

The campaign's success was built on three strategic pillars: increasing brand awareness, boosting app registrations, and encouraging more transactions from new users. Key KPIs included reach (to measure campaign visibility), number of registrations (to evaluate effective acquisition), and CPA (to ensure investment efficiency).

💡 The solution

A full-funnel strategy with TikTok DNA and local relevance

To tackle the challenges of positioning and acquisition, Deuna crafted a full-funnel campaign with a TikTok-first approach. The strategy leveraged the platform’s creative tools and the viral potential of their new song “Chin-Chin.”

The focus was on emotionally connecting with users through native content that matched the style and language of the TikTok community. To do this, the brand collaborated with local creators who adapted the message authentically—creating a relatable, spontaneous narrative aligned with the brand’s tone and values.

The execution combined branding and performance efforts, integrating awareness goals with clear conversion objectives. Campaign assets highlighted the app’s benefits and functionalities, while the song served as a unifying thread to enhance recall and cultural connection.

Finally, the campaign was reinforced by the Unified Lift study, which simultaneously measured brand indicators (Brand Lift) and business outcomes (Conversion Lift)—a key step in assessing true ROI.

📊 The results

Measurable impact and emotional connection in a single campaign

The results reflect the value of blending branding and performance in a single campaign. In terms of conversion impact, TikTok drove a 46.65% increase in app installs, a 43.05% boost in “Refer & Earn” events, and a 32.57% increase in completed payments—showing a solid adoption and usage pattern.

Registrations also saw meaningful growth, with a 15.47% increase during the measured period. From a brand awareness perspective, ad recall rose by 11.5%, confirming the campaign’s emotional and cognitive effectiveness.

During October and November, more than 15,300 Android registrations were directly attributed to TikTok, reinforcing its role as a key acquisition channel. The campaign also achieved an average CTR of 2.37%, exceeding typical digital market benchmarks.

Beyond the numbers, the campaign succeeded in building a genuine connection with the audience—leveraging entertainment and authenticity to position Deuna as a brand that is relatable, relevant, and effective.