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NielsenIQ cut Unroll.me's paid media cost per acquisition 75% with inBeat, using a creator-led UGC strategy for TikTok ads.
75%
Reduction in cost per acquisition
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Unroll.me is a free email app that gathers subscription emails in one view so people can unsubscribe in one tap.
Industry: Consumer productivity / Email management / Mobile app (freemium)
Audience: Anyone with a cluttered inbox, across ages and lifestyles, which gave the creative a wide range of angles to test.
When NielsenIQ re-released Unroll.me, an inbox decluttering app, it wanted to grow the user base quickly through paid social media.
A media-buying strategy powered by user-generated content (UGC) built to scale.
75%
Reduction in cost per acquisition (CPA)
100k+
App downloads per month
6+
Figure monthly ad spend managed
Paid social media buying and performance UGC for Unroll.me on TikTok. inBeat produced a high volume of creator videos, tested them systematically and bought the media against a cost per acquisition (CPA) target.
Show the mess, then the fix. Hooks opened on inbox frustration, overflowing subscriptions and endless newsletters, before revealing the one-tap unsubscribe. Creator-led videos of real people with real inboxes carried more credibility than produced ads for a relaunched app. inBeat tested shock, tutorial and social proof hooks, plus urgency, benefit and ease calls to action, to find what drove installs.
A continuous testing loop ran on TikTok. inBeat sourced creators, wrote scripts, shot new variations and moved budget toward the winners, while the paid media team managed a 6-figure monthly spend against the CPA target. Every round of results shaped the next batch of creative.
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