Lessmore

The Objective

Driving growth and engagement across core markets

We Are Warriors is an action-packed game by Lessmore, a European gaming publisher focused on creating great games for mobile. Since its exclusive launch on TikTok, the game has been leveraging the platform for a year, achieving substantial performance results.

The gaming publisher has been using TikTok to connect with players and scale its audience.The game features a hybrid monetization model, with a primary focus on in-app purchases, allowing players to buy in-game items to accelerate their progress.

Lessmore is constantly striving to enhance performance and implement new solutions to achieve the ultimate goal of scaling user acquisition across core markets and driving engagement, including in the US and another 27 European countries.

The Solution

The perfect blend of advanced tools and creative strategy

After the launch, Lessmore relied on App Event Optimization (AEO) combined with Smart Performance Campaigns (SPC), while leveraging TikTok Creative Challenge for a diverse range of creator-led creatives. Lessmore sought to integrate innovative performance and creative solutions to enhance performance and achieve more ambitious goals.

To do this, Lessmore adopted Smart+, an AI-powered performance solution designed to maximize returns by automating campaign management across targeting, bidding, and creative. They also utilized Smart+'s Multilingual Feature Toggle, which enhances campaign effectiveness by automatically translating creatives—including audio, subtitles, and text. Instead of managing multiple campaigns, advertisers can run a single Smart+ campaign that adapts creatives for various languages, making it ideal for global app or game title launches.

In parallel, Lessmore updated their creator brief and transitioned from TikTok Creative Challenge (TTCC) to TikTok One. This shift offered greater control over creator selection, allowing Lessmore to choose creators with the best-performing videos— a flexibility not available with TTCC. Additionally, Lessmore opted for the Gaming Anchor feature, a call-to-action button displayed on organic posts from creators, further enhancing campaign effectiveness.

Results

Unlocking enhanced campaign performance

By integrating Smart+ and TikTok One, Lessmore executed campaigns that deeply resonated with audiences while delivering exceptional performance.

The strategy drove significant improvements across core metrics, including a steady 20% increase in ROAS, a 38% reduction in CPA, and a 78% drop in CPI, underscoring the cost-effectiveness of this combined approach.

Engagement also surged, with a 54% increase in CTR, demonstrating the impact of TikTok’s localized and high-quality creative approach.