Tiya

Tiya is an innovative audio technology company founded in 2019 in Singapore as a subsidiary of Lizhi Inc. (NASDAQ: LIZI). With a mission to explore the infinite possibilities of connecting the world through audio, Tiya focuses on driving innovation and reform in the audio industry. Known for its energetic and diversified team, Tiya values long-term goals, determination, and the creation of exciting audio experiences. The company is committed to fostering an open environment while embracing challenges and changes to stay at the forefront of the audio industry.

Tiya faced the challenge of expanding its reach and solidifying its position in the competitive audio technology space. As a rapidly growing subsidiary of Lizhi Inc., the company needed to differentiate itself in a crowded market while staying true to its core mission of connecting the world through innovative audio solutions. Tiya’s challenge was not only to drive innovation but to effectively communicate its unique value proposition, capture a broader audience, and accelerate growth in a constantly evolving industry.

To help Tiya overcome its challenges and amplify its message, Content Supply developed a tailored strategy that leveraged our full-service content creation capabilities. Here's how we tackled the task:

1. Content Strategy Development: We began by designing a comprehensive content strategy aligned with Tiya’s mission to connect the world through audio. This involved mapping out key messages, identifying target audiences, and defining content goals to drive brand awareness and engagement.
2. Video Production & Marketing: Understanding the power of visual storytelling, we produced high-quality videos that showcased Tiya's innovative solutions. These videos were optimized for social media and other digital platforms, driving user engagement and building a deeper connection with the audience.
3. Podcast Production: Tiya’s audio focus naturally aligned with podcasting. We supported Tiya with podcast production and marketing, creating an engaging series that resonated with their audience. The podcast served as a powerful tool to share insights, showcase industry leadership, and connect with listeners on a personal level.
4. Website & SEO Strategy: To ensure Tiya’s online presence matched its innovation, we revamped their website with a strong emphasis on SEO. By improving site structure, content flow, and on-page optimization, we boosted organic traffic and enhanced the overall user experience, making it easier for potential customers to learn about Tiya’s offerings.
5. Integrated Marketing: We executed an integrated marketing strategy that combined content across channels—social media, email campaigns, and video marketing—to create a cohesive brand narrative. This helped reinforce Tiya's leadership in the audio space, driving both new user acquisition and retention.

By combining content creation, SEO optimization, and a focused digital marketing approach, Content Supply equipped Tiya with the tools to better connect with their audience, stand out in the audio technology space, and accelerate growth.

1. Discovery and Strategy Development (Week 1)

• Goal: Understand Tiya's Buz App’s target audience, brand voice, and marketing objectives.
• Tasks:
  • Conduct a kick-off meeting with the client to align on campaign goals.
  • Research competitors and audience preferences.
  • Develop a UGC content strategy tailored to the app’s unique features and benefits.
• Tools Used: Google Docs, Trello for project management, and social media analytics platforms.

2. Creator Sourcing and Onboarding (Week 2-3)

• Goal: Identify and onboard the right creators to represent the app authentically.
• Tasks:
  • Source creators aligned with the app’s target demographic and values.
  • Evaluate creators’ past work to ensure quality and authenticity.
  • Onboard creators with detailed briefs, content guidelines, and expectations.
• Tools Used: UGC platforms (e.g., Aspire, Upfluence) and email templates for onboarding.

3. Content Planning and Pre-Production (Week 3-4)

• Goal: Plan engaging, user-focused content to highlight the app’s key features.
• Tasks:
  • Collaborate with creators to brainstorm unique ideas, including app tutorials, lifestyle integrations, and testimonials.
  • Develop a content calendar to ensure consistent output.
  • Provide scripts or prompts while allowing room for creator authenticity.
• Tools Used: Figma for storyboarding, Google Sheets for content scheduling.

4. Content Creation and Review (Week 5-6)

• Goal: Produce high-quality, relatable content for the app’s marketing efforts.
• Tasks:
  • Creators produce videos, images, and posts showcasing the app in action.
  • Review and provide feedback on drafts to ensure alignment with brand standards.
  • Approve finalized content for publishing.
• Tools Used: Slack for communication, Google Drive for file sharing.

5. Publishing and Distribution (Week 6-7)

• Goal: Maximize content visibility and engagement across platforms.
• Tasks:
  • Publish UGC on key channels, including TikTok, Instagram, and YouTube.
  • Optimize posts with hashtags, tags, and captions for greater reach.
  • Schedule paid ad campaigns featuring UGC to target specific audiences.
• Tools Used: Meta Business Suite, TikTok Ads Manager.

6. Performance Analysis and Optimization (Ongoing)

• Goal: Monitor results and refine the campaign for continued success.
• Tasks:
  • Track engagement metrics, such as views, clicks, and shares.
  • Gather audience feedback to understand content impact.
  • Adjust strategies and content based on performance data.
• Tools Used: Google Analytics, Sprout Social, and campaign-specific dashboards.

7. Campaign Wrap-Up and Insights (End of Campaign)

• Goal: Provide a comprehensive summary of campaign results and next steps.
• Tasks:
  • Compile a report detailing key metrics, ROI, and lessons learned.
  • Share top-performing content examples for future reference.
  • Propose recommendations for ongoing UGC campaigns.
• Tools Used: Canva for report design, Excel for data analysis.

1. Website Traffic Growth
   • Result: Tiya saw a 30% increase in organic traffic within the first three months of implementing the revamped SEO strategy and website optimization.
   • KPI: Website traffic, organic search rankings, and user engagement metrics (bounce rate, average session duration).
2. Video Marketing Success
   • Result: The video campaigns led to a 25% increase in brand awareness across digital platforms and a 20% rise in social media engagement.
   • KPI: Video views, engagement rate (likes, shares, comments), and click-through rate (CTR) on videos promoting Tiya’s products.
3. Podcast Growth
   • Result: The launch of Tiya's podcast resulted in a 40% increase in audience engagement, with podcast downloads growing by 50% month-over-month.
   • KPI: Podcast downloads, listener growth, engagement (comments, reviews), and shares.
4. Lead Generation and Conversions
   • Result: Tiya experienced a 15% increase in leads generated through the website and 10% improvement in conversion rates after the site was optimized for better user experience and SEO.
   • KPI: Leads captured through form submissions, email signups, conversion rate on landing pages.
5. Social Media Engagement
   • Result: Social media engagement saw a 35% increase across key platforms like Instagram, LinkedIn, and Facebook due to the integrated marketing efforts.
   • KPI: Engagement rate (likes, comments, shares), follower growth, and traffic from social media to the website.
6. Brand Authority and Thought Leadership
   • Result: Tiya's thought leadership content, including podcasts and videos, positioned the company as an industry leader, with a 50% increase in media mentions and 30% more press inquiries.
   • KPI: Media mentions, press coverage, and inbound press inquiries.

Through targeted content strategies, SEO optimization, and integrated marketing efforts, Content Supply helped Tiya achieve significant improvements in online visibility, audience engagement, and lead generation.

Tiya, a leading mobile app developer, sought to enhance user engagement and acquisition for their social networking app, Buz. With a focus on community-driven content, Tiya aimed to leverage user-generated content (UGC) to drive app installs and increase user retention.

Tiya partnered with us to implement a UGC strategy that would effectively showcase the app's features, drive engagement, and attract new users. The primary objectives were to generate millions of views, maintain high click-through rates (CTR), conversion rates (CVR), and achieve a low cost-per-install (CPI) for top-performing creatives.

Approach:

1. UGC Campaign Strategy: We developed a comprehensive UGC campaign strategy focused on leveraging authentic user content to promote Buz. This involved encouraging users to share their experiences, stories, and interactions within the app.
2. Content Curation: We curated and identified high-quality user-generated content that resonated with Buz's target audience. This included user testimonials, success stories, and engaging app experiences.
3. Creative Optimization: We optimized creatives for maximum impact, ensuring they were visually appealing, engaging, and aligned with Buz's branding. We A/B tested different ad formats, visuals, and messaging to identify top-performing creatives.
4. Targeted Advertising: Leveraging advanced targeting options, we strategically placed ads across relevant platforms and audiences to maximize reach and engagement. We monitored campaign performance closely and adjusted targeting parameters as needed to optimize results.

Results:

• Millions of Views: The UGC campaign generated millions of views across various platforms, increasing brand visibility and awareness for Buz.
• High Click-Through Rate (CTR): Our top-performing creatives consistently maintained an average CTR of 1.80%, indicating strong user engagement and interest.
• Impressive Conversion Rate (CVR): With a conversion rate of 45%, the UGC campaign successfully converted viewers into app installs, driving user acquisition for Buz.
• Low Cost-Per-Install (CPI): Despite the campaign's success, we achieved a remarkably low CPI of $0.66, optimizing ad spend and maximizing ROI for Tiya.

Through strategic UGC campaign management and optimization, we successfully helped Tiya achieve their objectives of driving user engagement and acquisition for Buz. By leveraging authentic user content, we generated millions of views, maintained high CTRs and CVRs, and achieved a low CPI for top-performing creatives.

About Tiya

TIYA is a Singapore based company established in 2019 and fully owned by LIZHI (NASDAQ:LIZI), a US-listed company.With users spanning across the whole world, TIYA has reached nearly 20 million cumulative downloads at the end of 2021 and created a global audio ecosystem that integrates voice and social interactions.Headquartered in Singapore, The team members come from Singapore, the United States, China, Thailand, Indonesia, South America and other countries and regions, with composite backgrounds and a global vision.