Badoo
TikTok Growth for Dating App
How we helped Badoo reach Gen Z on TikTok — generating 6M+ views and 35K app downloads in just 8 weeks through UGC creators and performance ads.
Badoo is one of the world's largest dating platforms with over 500 million registered users across 190 countries. Founded in 2006 and headquartered in London, the app focuses on authentic connections. Despite its massive global user base, Badoo needed to break through to Gen Z, who increasingly discover apps through TikTok rather than app stores.
What Was the Problem?
Reaching Gen Z in the German market where Tinder and Bumble dominated mindshare. Traditional app store optimization wasn't enough — Badoo needed native, platform-first content that would drive actual downloads among 18-24 year olds at a measurable cost per install.
How We Solved It
We built a TikTok-first content engine with 12 UGC creators producing dating-scenario Reels — relatable "POV" stories that felt organic, not branded. Performance ads amplified top-performing organic content as Spark Ads, letting TikTok's algorithm find high-intent users. We tested 5+ creative variants per ad set and killed underperformers after 48 hours, scaling only proven winners through systematic duplication.
UGC Creator Engine
12 creators producing relatable dating-scenario POV Reels that felt organic, not branded.
Spark Ads Amplification
Top-performing organic content amplified as Spark Ads — letting TikTok's algorithm find high-intent users.
Creative Testing at Scale
5+ creative variants per ad set. Kill underperformers after 48h, scale winners by duplication.
CPI Optimization
Systematic testing drove CPI down 40-60% below average, maximizing app downloads per euro spent.
Campaign Material
Lower your CPI by testing 5+ creative variants per ad set. The top performer usually costs 40-60% less than the average. Kill underperformers after 48h, scale winners by duplicating.
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