Paid Media / 35
Short Video App Acquisition
A short video acquisition campaign that shows meal planning through a simple, recognizable everyday task.
Consumer appsAudience
Busy adults who want a simple way to plan their weekly meals.
The problem to solve
Feature lists do not make a new planning habit feel easy enough to start.
Dinner plans before your coffee cools.
A little planning. Fewer last minute dinner decisions.
Explore the next step0 to 3 seconds
A creator opens the fridge and says, What are we eating this week?
3 to 8 seconds
Select three meals and swap one ingredient in the app.
8 to 13 seconds
Show the combined shopping list and remove pantry items.
13 to 18 seconds
End on the planned week. Start with three meals, not a whole new routine.
Caption
A little planning. Fewer last minute dinner decisions.
Variant
Open with the shopping list instead of the fridge; retain the same demonstration.
How the pieces work together
| Stage or segment | Condition or need | Next step or deliverable |
|---|---|---|
| Hook | Fridge question versus shopping list | First view retention |
| Demonstration | Three meals versus full week | Completed plan event |
| Destination | Store listing promise | Install to activation |
Measurement plan
Measure cost per first completed plan and retained planners at a fixed cohort age. Treat installs as an intermediate step.
Before implementation
Validate event firing on new and returning installs, distinguish organic and paid cohorts, and confirm all depicted features exist before use.
Platforms and tools: TikTok, Meta Ads, App analytics. Tool names describe the intended workflow; they do not imply an active connection or platform certification.
More in Paid Media
Build on the idea
What could this look like for your business?
Tell us what you sell, who you need to reach and what is getting in the way. We can define the deliverables and the measures that fit your situation.