← All work Badoo Social Media / UGC / Performance

Badoo Social Media Marketing — TikTok Growth for Dating App

Q: What results were achieved for Badoo?

6M+ Views, 380K Likes, 35K App Downloads, 25% Above KPI Target.

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.

Client: Badoo
Industry: Dating / Social
Services: TikTok Content, Instagram Reels, UGC
Channels: TikTok, Instagram Reels

6M+Views

380KLikes

35KApp Downloads

25%Above KPI Target

The brief01

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.

The idea02

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.

What we did

01
UGC Creator Engine
12 creators producing relatable dating-scenario POV Reels that felt organic, not branded.
02
Spark Ads Amplification
Top-performing organic content amplified as Spark Ads — letting TikTok's algorithm find high-intent users.
03
Creative Testing at Scale
5+ creative variants per ad set. Kill underperformers after 48h, scale winners by duplication.
04
CPI Optimization
Systematic testing drove CPI down 40-60% below average, maximizing app downloads per euro spent.

What mattered

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.

About the client

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.

Services