TOMOGO! Creative Analysis & Production Guidelines

1. Evaluation Framework Shift — AppCV Rate, Not CPI

Core Insight

"Cheap CPI does not equal good creative." A low cost-per-install only means efficient reach — it says nothing about whether that install converts into a paying customer. We must evaluate creatives by AppCV Rate (in-app conversion rate post-install).

LOST Brenden

CPI: ¥489 (cheapest)

Installs: 4,152

Purchases: 3

AppCV Rate: 0.07%

VS

Yanaka Tour Ad

CPI: ¥2,168 (4.4x higher)

Installs: 977

Purchases: 18

AppCV Rate: 1.84%

Bottom Line

Yanaka costs 4.4x more per install but generates 6x more bookings. When evaluated by revenue contribution, Yanaka is the superior creative by a wide margin.

Evaluation Metrics — Priority Table

Metric	Definition	Importance	Why It Matters
AppCV Rate (Purchase/Install)	Purchases / Installs	CRITICAL	Direct revenue signal; only metric tied to bookings
In-App Event/Install Index	Normalized conversion index (100 = average)	CRITICAL	Allows cross-creative comparison regardless of spend level
Cart/Install Rate	Add-to-Cart / Installs	HIGH	Leading indicator of purchase intent
Purchase Volume	Absolute number of purchases	HIGH	Validates statistical significance of CV rate
CPI (Cost per Install)	Spend / Installs	MEDIUM	Efficiency metric but misleading alone
CTR (Click-Through Rate)	Clicks / Impressions	LOW	Top-funnel only; no correlation with conversions

2. Creative Tier Classification

All active creatives ranked by In-App Event/Install Index (100 = campaign average). Tiers determined by conversion efficiency relative to the mean.

S S-Tier — In-App Event/Install 300%+ (3 Creatives)

Creative	In-App Event/Install	Cart/I	Purchases	Campaign	Placement Mix
Secret Tokyo Rin 2 HP	437%	12.7%	7	WEB Conv	Reels 44% Feed 41% Stories 13%
August Tokyo HP	429%	—	2	WEB Conv	Reels 44% Feed 41% Stories 13%
Shinjuku Backstreets Rin 1	420%	12.6%	9	WEB Conv	Reels 44% Feed 41% Stories 13%

S-Tier Pattern

All S-Tier creatives run under WEB Conv campaign with Reels-dominant delivery (44%). Tour-specific content featuring real tour leaders consistently outperforms generic brand ads.

A A-Tier — In-App Event/Install 150–300% (7 Creatives)

Creative	In-App Event/Install	Cart/I	Purchases	Campaign	Note
Yanaka Tour Ad	185%	—	18	WEB Conv	Highest absolute purchase volume in tier
August Tokyo (variant B)	159%	—	22	WEB Conv	Highest absolute purchase volume overall
+ 5 additional creatives in this tier

A-Tier Insight

A-Tier creatives are the volume workhorses. Yanaka (18 purchases) and August Tokyo variant B (22 purchases) drive the most absolute bookings. These should receive increased budget allocation while S-Tier creatives are scaled with caution to avoid audience fatigue.

B B-Tier — In-App Event/Install 80–150% (7 Creatives)

Average-performing creatives near the campaign mean. Not candidates for scaling but can continue running to maintain audience breadth. Monitor for decline and refresh quarterly.

C C-Tier — In-App Event/Install <80% (5 Creatives)

Creative	In-App Event/Install	CPI	Purchases	Issue
LOST Brenden	71%	¥489	3	Cheapest CPI but 0.07% AppCV — attracts low-intent users
+ 4 additional creatives below threshold

Action Required

C-Tier creatives should be paused or rebuilt. They consume budget without generating meaningful revenue. LOST Brenden specifically inflates install counts while producing near-zero conversions.

3. Placement Performance Analysis

WEB Purchase Day CPC Comparison

CPC on high-booking days vs. average days (WEB Conv campaign):

Stories CPC

¥52 → ¥37

-29% on high-booking days

Reels CPC

¥132 → ¥92

-30% on high-booking days

Feed CPC

¥139 → ¥147

+6% on high-booking days

Key Finding

High-booking days show 30% cheaper CPC on Stories and Reels, indicating stronger user engagement on these placements when purchase intent is high. Feed CPC remains flat or slightly increases, suggesting Feed acts as an informational touchpoint rather than a direct conversion driver.

S-Tier Placement Distribution

Despite Stories having the cheapest CPC, S-Tier creatives are Reels-dominant (44%), not Stories-dominant. This indicates that Reels drives higher-quality engagement even at a higher CPC. Stories is cheap but should be viewed as a frequency-builder, not the primary conversion placement.

4. S-Tier Success Factor Analysis

5 Common Traits of S-Tier Creatives

#	Success Factor	S-Tier	C-Tier
1	Campaign Type	WEB Conv (purchase-optimized)	Mixed / APP_INSTALLS
2	Destination	Homepage (HP) landing	App Store direct
3	Content Theme	Tour-specific (named experience)	Generic brand awareness
4	Talent	Tour leader featured prominently	No specific person / generic
5	Primary Placement	Reels + Feed delivery	No clear placement strategy

Production Rule

Every new creative must check all 5 boxes: (1) WEB Conv campaign, (2) HP destination, (3) specific tour name, (4) tour leader on-screen, (5) Reels-first format. Deviating from this formula requires explicit approval and a test budget cap.

5. Campaign Objective Quality Gap

OUTCOME_SALES

In-App Event/Install Index: 171%

Purchases: 50

Optimizes for purchase events

VS

APP_INSTALLS

In-App Event/Install Index: 97%

Purchases: 27

Optimizes for install volume

Implication

OUTCOME_SALES campaigns deliver 76% higher conversion efficiency and 85% more purchases than APP_INSTALLS campaigns. The algorithm targets higher-intent users when optimized for purchase events. All new creative tests should default to OUTCOME_SALES objective.

6. SegA/B/C — Organic Post Boost Analysis

What is SegA/B/C?

Audience segments used for boosting organic Instagram posts: SegA (past visitors/engagers), SegB (lookalike audiences), SegC (broad interest targeting). These run as low-budget re-engagement campaigns.

UENO Bar Hopping (SegA)

3,400%

In-App Event/Install Index from 1 install

Metric	Strength	Limitation
Re-engagement	Highly effective — reaches warm audiences	—
New Acquisition	—	Not suitable — tiny install volume, inflated In-App Event/Install
Statistical Reliability	—	Sample too small (1–3 installs) for conclusions

Recommendation

Use SegA boosts as a low-cost re-engagement layer for past visitors and app-open users. Do not use SegA/B/C metrics to evaluate creative quality — the sample sizes are too small. Keep these campaigns separate from creative performance analysis.

7. Placement Production Guidelines

Each placement has distinct user behavior. Creatives must be natively designed per placement, not resized from a single master.

Reels (Target Share: 40–50%) Target CPC: ¥70–90

Spec	Requirement
Format	9:16 vertical, 15–30 seconds
Editing Style	Music-synced fast cuts (2–3 sec per scene)
Color Tone	Warm tones, high saturation, night-life friendly
Approach	Entertainment-first — feel like organic content, not an ad
Hook	Must grab attention in first 1.5 seconds (text overlay + motion)
Audio	Trending audio or custom beat; dialogue optional but subtitled
CTA	Soft CTA at end ("Link in bio" / "Book now" overlay)

Feed (Target Share: 30–40%) Target CPC: ¥100–170

Spec	Requirement
Format	1:1 or 4:5, static image or carousel (3–5 cards)
Content Density	Information-rich — tour details, pricing, schedule visible
Recommended	Carousel format preferred (swipeable tour highlights)
First Frame	Scroll-stopper required — bold text overlay + hero image
Typography	Urbanist Bold for headlines; clear contrast on images
CTA	Explicit CTA button text ("Book This Tour" / "See Dates")

Stories (Target Share: 15–20%) Target CPC: ¥30–50

Spec	Requirement
Format	9:16 vertical, 5–15 seconds
Style	UGC-style — raw, authentic, phone-shot aesthetic
Text Overlays	Required — 80%+ of Stories viewers watch without sound
Hook	Curiosity hooks — questions, countdowns, "Did you know..."
Swipe-Up	Clear swipe-up prompt with benefit statement
Frequency	Rotate creatives every 5–7 days to avoid fatigue

8. New Creative Brief — 5 Priority Concepts

Common Specs (Apply to All 5 Concepts)

Font: Urbanist | Colors: Blue #4B5DFF, Orange #FC821F, Dark #313131 | Tagline: "Enjoy as a Local"
Hook Variations: Produce 3 hook variations per concept | Subtitles: Required on all video content
Destination: Homepage (HP) | Campaign: WEB Conv (OUTCOME_SALES)

1

Secret Tokyo Night Tour — Rin Series Expansion

Reels 9:16

Priority

P1 — URGENT

Priority

2026-05-05

Format

Reels 9:16, 20–25 seconds, music-synced cuts

Tour to Feature

Secret Tokyo Night Tour (Rin as guide)

Visual Direction

Neon-lit alleyways, izakaya interiors, Rin leading a small group through hidden spots. Warm color grading, cinematic handheld movement. Night atmosphere is key — capture the "secret" feeling.

Hook Text (3 variations)

"Tokyo has a side tourists never see..." / "Follow Rin into secret Tokyo..." / "This alley isn't on any map..."

Body Copy

Discover hidden izakayas, backstreet bars, and local favorites with a Tokyo insider. Small groups only — this isn't a tourist bus tour.

CTA

"Book Your Secret Night →" / "Join Rin's Next Tour →"

Reference Creative

Based on: Secret Tokyo Rin 2 HP (S-Tier, 437% In-App Event/Install) and Shinjuku Backstreets Rin 1 (S-Tier, 420% In-App Event/Install). Expand the Rin series with fresh locations while maintaining the same intimate, night-tour energy.

2

Yanaka Walking Tour — Daytime Culture Series

Carousel + Reels

Priority

P1 — URGENT

Priority

2026-05-05

Format

Feed Carousel (5 cards, 4:5) + Reels adaptation (9:16, 20 sec)

Tour to Feature

Yanaka Walking Tour

Visual Direction

Sunlit traditional streets, temple gates, cat statues, street-food close-ups, local shopkeepers interacting with guests. Bright and inviting — contrast with night-tour darkness. Emphasize the "old Tokyo" aesthetic.

Hook Text (3 variations)

"Old Tokyo still exists — if you know where to look" / "Skip Shibuya. Walk Yanaka." / "The most beautiful neighborhood tourists miss..."

Body Copy

Wander through Yanaka's centuries-old streets with a local guide. Temples, street food, artisan shops — experience Tokyo as residents do, not as tourists.

CTA

"Walk Old Tokyo →" / "Book the Yanaka Tour →"

Reference Creative

Based on: Yanaka Tour Ad (A-Tier, 185% In-App Event/Install, 18 purchases — highest volume in tier). This tour has proven demand; the creative refresh should boost CV rate further.

3

August Tokyo Food & Nightlife Mashup

Reels 9:16

Priority

P2 — HIGH

Priority

2026-05-12

Format

Reels 9:16, 25–30 seconds, fast-paced montage

Tour to Feature

August Tokyo Experience (food + nightlife combo)

Visual Direction

Sizzling yakitori close-ups, highball glasses clinking, neon reflections on wet streets, laughing group at a standing bar. Energy and warmth — make viewers feel FOMO. Transition from golden hour to full night.

Hook Text (3 variations)

"Your best Tokyo night starts here..." / "Eat, drink, explore — like a local" / "This is what Tokyo nights actually look like..."

Body Copy

From hidden food stalls to rooftop bars — experience Tokyo's food and nightlife scene with someone who actually lives here. No tourist traps. Just the real thing.

CTA

"Experience Tokyo Nights →" / "Book Your Night Out →"

Reference Creative

Based on: August Tokyo HP (S-Tier, 429% In-App Event/Install) and August Tokyo variant B (A-Tier, 159% In-App Event/Install, 22 purchases). Combine the high CV rate of the S-Tier version with the volume-driving approach of variant B.

4

Tour Leader Spotlight — "Meet Your Guide" Series

Stories + Reels

Priority

P3 — STANDARD

Priority

2026-05-19

Format

Stories series (3 slides, 9:16, UGC-style) + Reels adaptation (15 sec)

Tour to Feature

Multiple tours (rotate guides: Rin, Josh, others)

Visual Direction

Phone-shot selfie style. Guide introduces themselves casually, shows their favorite spot, invites viewers to join. Raw and authentic — no professional lighting. Human connection is the selling point.

Hook Text (3 variations)

"Hi, I'm Rin — I'll show you MY Tokyo" / "Your Tokyo guide is waiting..." / "Meet the person behind your best Tokyo memory"

Body Copy

Our guides aren't tour operators — they're locals who love sharing their city. Meet them before you book, and discover why our tours feel like hanging out with a friend.

CTA

"Meet Your Guide →" / "See Rin's Tours →"

Reference Creative

New concept leveraging S-Tier insight #4 (tour leader featured). All top-performing creatives feature a named guide. This series makes the guide the hero, building personal connection and trust before the booking decision.

5

Social Proof Testimonial — "After the Tour" Reviews

Feed + Stories

Priority

P3 — STANDARD

Priority

2026-05-19

Format

Feed carousel (4 cards: quote + photo pairs) + Stories adaptation (3 slides)

Tour to Feature

Top 3 tours by review score (rotate monthly)

Visual Direction

Real guest photos (with permission) overlaid with their review quotes. Clean white background with TOMOGO blue accents. Star ratings visible. Mix candid tour moments with polished quote cards.

Hook Text (3 variations)

"What they said after the tour..." / "Real reviews. Real people. Real Tokyo." / "4.9 stars — here's why..."

Body Copy

Don't take our word for it — hear from the 5,000+ travelers who explored Tokyo with TOMOGO. Real experiences, real stories, real memories.

CTA

"Read More Reviews →" / "Book the #1 Rated Tour →"

Reference Creative

New concept for mid-funnel conversion. Targets users who have seen awareness ads but haven't booked. Social proof reduces hesitation and builds trust. Should be tested alongside retargeting audiences (SegA).

TOMOGO! Creative Analysis & Production Guidelines

Table of Contents

1. Evaluation Framework Shift — AppCV Rate, Not CPI

Evaluation Metrics — Priority Table

2. Creative Tier Classification

3. Placement Performance Analysis

WEB Purchase Day CPC Comparison

4. S-Tier Success Factor Analysis

5 Common Traits of S-Tier Creatives

5. Campaign Objective Quality Gap

6. SegA/B/C — Organic Post Boost Analysis

7. Placement Production Guidelines

8. New Creative Brief — 5 Priority Concepts