Coinhouse : When TikTok Becomes a Key Channel in the Crypto Space
CONTEXT
Coinhouse is a French fintech company specializing in cryptocurrency investment. Through its app, it enables both individuals and businesses to buy, sell, and manage digital assets easily and securely. As a pioneer in the French market, Coinhouse caters to both beginners and experienced investors.
Addict Mobile supports Coinhouse in its user acquisition strategy and recommended integrating TikTok ads into their media mix. The reasoning behind this decision: contrary to popular belief, the platform is no longer limited to a young audience. Today, it delivers strong performance across multiple verticals. The goal was to test its potential to assess TikTok’s ability to reach a broader and more mature audience aligned with Coinhouse’s targets.
CHALLENGES
– Position TikTok as a reach driver within the acquisition strategy. By targeting a broader audience, the platform aims to recruit new users and increase overall acquisition volume.
– Adopt a multi-format approach, combining UGCs, influencer content, and motion videos to engage diverse audiences and tailor messaging to the specificities of the crypto market.
– Measure the quality of acquired users, focusing on the share of those with high investment potential, and compare these profiles with users coming from other channels.
– Ensure channel profitability by tracking both LTV and CAC, to confirm TikTok’s long-term performance and its balanced role within the media mix.
STRATEGY
A TikTok-Native Creative Approach
The creative dimension played a decisive role. The focus was on a multi-format approach to engage audiences with different levels of crypto knowledge, combining education and performance.
Three content types structured the strategy:
- Influencer content, featuring Éric Larchevêque, a well-known figure in the crypto ecosystem. Produced in podcast format, these videos aimed to simplify the world of crypto and strengthen Coinhouse’s credibility among a more mature and expert audience.
- UGC, focused on testimonials and real user experiences, designed to drive conversion by showcasing the concrete benefits of Coinhouse’s support.
- Motion formats, used to capture attention, clarify key messages, and boost campaign performance.
TikTok became a real testing ground for video concepts, thanks to install-level optimization that enabled quick creative validation. The results: a CPI 40% lower than the overall average, and the ability to continuously challenge the main optimization type.
Éric Larchevêque’s videos played a central role. By combining credibility and accessibility, they reached both beginners discovering crypto and experienced investors looking to diversify their portfolio. They achieved a CPA 23% lower than the average and accounted for roughly half of the total spend.
Yet, on a platform like TikTok, UGCs proved to be strong challengers, unlike other networks, where influencer-led content tends to dominate.
Learnings :
One of the key takeaways was the importance of combining UGC and influencer content as a major performance driver on TikTok. The mix of authentic creator videos and content featuring Éric Larchevêque successfully balanced education, credibility, and impact.
This diversity of formats played a crucial role in maintaining long-term efficiency, refreshing messages, and reducing ad fatigue. At the same time, continuous testing of messages and personas helped identify the most effective angles and refine the creative strategy week after week.
Smart+ Activation and Manual Campaigns
The TikTok launch initially relied on Smart+ campaigns, which made it possible to scale quickly during the period when Bitcoin was reaching record highs. As the market became more volatile, this approach was complemented with manual campaigns to fine-tune optimizations and maintain tighter control over performance.
Data-Driven Optimizations
In parallel, several tests were conducted to maximize results. On Android, campaigns were optimized around the main KPI, cost per KYC, with A/B tests used to measure the impact of different attribution windows and bidding strategies.
Results
- –36% CPA over 4 months (projected Cost per KYC)
- –40% CPI on creative tests optimized for installs, compared to the overall average
- TikTok now accounts for around 25% of the media mix (peaking at 50% in September), with an acquisition cost 5% lower than other channels
Next Steps
The next phase focuses on exploring new creative and technical levers to sustain TikTok’s performance momentum.
- Test new formats: launch a street-interview-style format and bring in new creators to diversify personas.
- Leverage TikTok trends: produce more reactive, light, and humor-driven content aligned with the platform’s culture. The activation of TTCX will support this approach by outsourcing part of the creative production, exploring new styles, and refreshing concepts more quickly.
- Experiment with AI-generated UGC: while real UGCs remain highly effective, testing AI-based content could open new opportunities. Other apps have already seen stronger results with this type of creative.
- Optimize iOS performance with the TikTok SDK: the upcoming implementation will strengthen signal collection and enable new optimization tests to improve results despite Apple’s tracking limitations.
Addict Mobile supports us in an ever-evolving app and crypto environment. Their technical expertise, tracking mastery, and creative guidance have enabled us to sustainably improve our performance.
Don’t hesitate to contact our teams
Addict Mobile can help you improve your performance.
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