Tiya is a Singapore-based mobile app company fully owned by LIZHI (NASDAQ: LIZI) — a US-listed audio and social networking platform with nearly 20 million cumulative downloads and users spanning every major global market. Their Buz app is a community-driven social networking product built around voice and social interactions — serving a global audience of users who connect through audio experiences rather than traditional text or image-based social formats. For a consumer mobile app competing for installs in one of the most expensive and competitive paid acquisition environments in digital marketing, the UGC ad creative system behind the performance campaign is the primary cost-per-install optimization lever available.
The structural challenge was UGC ad production and optimization infrastructure. Tiya needed a high-volume, high-performance UGC creative system capable of producing authentic, platform-native ad content for the Buz app — content that converted cold audiences into app installs at a cost-per-install that justified scaled ad spend. Without a structured UGC production and testing system connecting content sourcing to creative optimization to performance iteration, every ad creative became a one-off experiment rather than a compounding performance asset.
VID built and operated a complete UGC ad campaign system for Tiya's Buz app — developing the campaign strategy, curating and producing authentic user-generated content, optimizing ad creatives across formats and messaging angles, and managing targeted distribution with continuous performance iteration. Every creative decision was made in service of one measurable objective: reducing cost-per-install while maintaining the conversion rates required to make paid acquisition financially sustainable at scale.
The results validated the system comprehensively. A 45% conversion rate — meaning nearly half of all users who clicked on a top-performing ad installed the Buz app. A $0.66 cost-per-install — among the most efficient in the mobile social networking category. A 1.80% average CTR across top-performing creatives. And millions of impressions delivered across platforms. The UGC ad system VID built turned authentic user content into one of the most efficient paid acquisition pipelines in Tiya's marketing operation.
Tiya operates in a global mobile app market where user acquisition costs have risen sharply across every major paid channel — making creative performance the most controllable variable in a cost-per-install equation that determines whether a paid acquisition strategy is profitable or simply expensive. The structural problem was UGC ad creative infrastructure. Without a documented system for producing, testing, and iterating authentic user-generated content at the volume and variety that performance testing requires, every creative campaign produces a small set of assets that either work or do not — with no systematic way to learn what converts and no efficient process for replacing underperforming content with better-tested alternatives.
Generic ad creative for social networking apps fails because the audience is sophisticated. A mobile user evaluating whether to install a new social app makes that decision in seconds based on whether the content they see in the ad reflects a real, relatable experience they want to be part of. Polished, produced brand video does not achieve that. Authentic UGC — real user testimonials, real app experiences, real community moments — does. But producing authentic UGC at the volume required for structured A/B testing requires a documented production and curation system that most mobile app marketing teams do not have internally.
The pipeline consequence was direct. Every week without a structured UGC ad creative system was another week of ad spend going into untested creative at a higher cost-per-install than an optimized UGC campaign would produce. At Tiya's global scale — with users across Singapore, the United States, Southeast Asia, and beyond — the difference between a $0.66 CPI and a $2.00 CPI represents millions of dollars in acquisition cost across a meaningful campaign window.
Strategic Infrastructure and Campaign Strategy
VID built a complete UGC ad campaign strategy for Tiya's Buz app — defining the content pillars, audience targeting approach, and creative testing framework before a single piece of content was produced. Every strategic decision was mapped to a specific cost-per-install and conversion rate objective within the mobile app acquisition pipeline.
UGC and Talent
VID sourced, curated, and produced authentic user-generated content for the Buz app campaign — identifying real users whose experiences and energy reflected the community-driven social networking value proposition that moves a prospective app user from first exposure to install decision. Content curation was treated as a strategic production decision rather than a sourcing task. Every piece of UGC was evaluated for its conversion potential before being integrated into the ad creative system.
Performance Creative System
VID built a structured performance creative testing system for the Buz campaign — producing multiple ad formats, visual approaches, and messaging angles to identify the combinations that produced the strongest CTR and CVR outcomes. A/B testing was structured and disciplined rather than random — each creative variant was designed to answer a specific question about what the Buz audience responded to and what moved them toward an install decision.
Targeted Distribution and Optimization
VID managed the paid distribution and ongoing performance optimization for the Buz UGC campaign — placing ads across relevant platforms and audiences with advanced targeting parameters and continuous performance monitoring. Creative assets that converted were scaled. Assets that underperformed were replaced with new variants informed by the performance data accumulated through the testing system.
- 45% conversion rate achieved on top-performing UGC ad creatives — meaning nearly half of all users who clicked a Buz ad proceeded to install the app
- $0.66 cost-per-install delivered across the campaign — an exceptionally efficient acquisition cost for a global social networking mobile app in a competitive paid acquisition market
- 1.80% average click-through rate maintained across top-performing creatives — demonstrating that the UGC content resonated strongly with Buz's target audience across paid distribution channels
- Millions of impressions delivered across platforms through a structured targeted distribution system built for global mobile app acquisition
Tiya's Buz UGC campaign proved that a structured, testing-first UGC ad creative system — built before a single dollar of ad spend is committed — consistently produces better cost-per-install outcomes than generic brand creative at every stage of the paid acquisition pipeline.
Tiya now has a documented UGC ad creative and performance testing system that supports ongoing paid acquisition for the Buz app across global markets. The content curation approach, creative testing framework, and distribution optimization workflow VID established across the engagement became the repeatable infrastructure behind every subsequent Buz campaign — producing better performance results faster because the system already knows what converts.
The Performance Creative System VID built for Tiya gives the Buz app a scalable user acquisition infrastructure that compounds in efficiency over time. Every campaign cycle produces new performance data. Every new piece of UGC enters the same structured testing system. And the cost-per-install continues to be optimized toward the benchmark the initial campaign established — $0.66 per install, at a 45% conversion rate, across a global audience of social networking app users.
