Optimizing TikTok for Mobile App Outcomes
How influencer media drove higher food-delivery orders among college students
Before investing in a nationwide back-to-school TikTok campaign, a leading food delivery app needed to understand which influencer videos actually drove in-app orders—not just views or likes. Using rapid pre-test behavioral and survey intelligence, this case study shows how Monet helped the brand identify the strongest and weakest influencer content in just three days, enabling smarter media allocation and more efficient cost per order.
The brand needed to move beyond vanity metrics and identify which TikTok influencer videos would drive real bottom-funnel results—actual in-app orders among college students.
Primary Takeaway: TikTok influencer videos that performed best on recall and consideration also delivered significantly higher order rates and lower cost per order.
What This Case Study Covers
Influencer Media Optimization
Which TikTok influencer videos drive real app usage—not just engagement? The study evaluated creator content based on bottom-funnel impact rather than vanity metrics.
Pre-Test Creative Intelligence
Tested influencer videos before full media deployment to identify winners and losers early.
App-Focused Performance Measurement
Success was defined by on-app orders among college students returning to campus, not impressions alone.
Our Approach
Behavioral + Survey Pre-Testing
Monet combined behavioral response signals with survey diagnostics to measure full-funnel performance—from media breakthrough to consumer motivation.
What We Pinpointed
27 influencer TikTok videos tested
1,100 college students surveyed
Focused on identifying bottom-funnel drivers of in-app orders
Creative Comparisons
Action-Based Scoring system prioritizing order behavior
Top-performing vs bottom-performing creator content
Media efficiency and cost per order analysis
Key Insight
Influencer videos ranked in the top third during pre-test significantly outperformed others with higher order rates, lower cost per order, and greater efficiency per media dollar.
What Improved Performance
Top-tier videos delivered nearly double the order rate
Bottom-tier videos cost almost 2× more per order
In under 3 days, identified which videos to scale and which to cut
Used less than 10% of planned social budget for testing
Segment Learnings
Clear performance separation emerged between top, middle, and bottom-tier influencer content—enabling confident investment decisions before national rollout.
Results Snapshot
Higher Order Rate (Top Tier)
Lower Cost Per Order
Testing Speed
Budget Used for Testing
What This Enables for Brands
Make creative decisions with confidence:
Prioritize creators who drive real behavior
Reduce wasted media spend
Optimize TikTok for app installs and orders, not just awareness
Make confident creative decisions before national rollout
Want to know which scenes are helping—or hurting—your ad performance?
Let's test your creative early and optimize it for the KPIs that matter. Download the full case study now.