111 percent Korea

The Objective

Pivoting their retargeting strategy with iOS14

111% is a South Korean game publisher that aims to create timeless joy through hyper-casual games, including its most popular game, "Random Dice: Defense." To further increase awareness of the game, 111% looked to TikTok to sustain its ongoing user acquisition campaigns and drive more return on ad spend with existing users. But like other gaming companies, the initial launch of Apple's iOS14 ATT framework in April 2020 forced 111% to reassess its targeting strategies.

The Solution

Adopting iOS14SKAN Best Practices with TikTok x AppsFlyer

Because iOS 14 and ATT were still new to the advertising industry, 111% was struggling to measure its iOS 14 campaigns accurately. This caused the brand to reduce its iOS 14 budget to just 15% of its overall marketing spend. And since many TikTok users opted out of ad tracking, it was difficult for 111% to target the right audience due to a lack of data.

To address these issues, 111% turned to AppsFlyer, a badged TikTok Measurement Marketing Partner, for a solution. With AppsFlyer's assistance, 111% could tweak its SKAN settings in the AppsFlyer dashboard to target a specific game genre. 111% also adopted campaign best practices by monitoring SKAN data and adding an App Profile Page to its iOS 14 campaigns.

App Profile Page is a fast-loading instant page experience that helps improve the delivery performance of iOS 14 Dedicated Campaigns by acting as a bridge between TikTok and the App Store. TikTok collects high-intent onsite signals from the App Profile Page, such as clicking the download button, and uses them to optimize ad delivery, performance and conversions.

The Results

An Unprecedented Growth for iOS Users for Random Dice

Through this successful collaboration and adoption of TikTok and AppsFlyer's best practices for iOS 14 campaigns, 111% was able to allocate 85% of its iOS 14 budget to TikTok, increasing its ad spend on the platform.

And with the addition of the App Profile Page, 111% saw a 34% decrease in cost per install during the campaign. The brand also expanded its iOS 14 campaigns to more than 13 countries by grouping together nations with similar GDP levels.