Benjamin

The Objective

Expanding iOS reach and driving high-quality engagement

Benjamin is a cash rewards app that helps users earn money by playing games, making purchases, doing surveys, watching videos and turning everyday activities into extra cash.

Benjamin is always looking for new ways to attract highly engaged users who will interact with the app’s gaming ecosystem.

Their goal is to acquire users who not only install the app but also stay active and generate long-term value for both Benjamin and their partners. Given their business model, finding high-quality users who engage consistently is essential to the success of the platform.

On TikTok, they were also seeking high-quality users who are deeply engaged with gaming content, ensuring strong retention and monetization.

The Solution

Implementing Smart+ with advanced targeting and creative optimization

Benjamin initially focused on Mobile App Installs (MAI) supplemented by App Event Optimization (AEO) for purchases and mid-funnel events but sought to further enhance ROAS and scale their budget. To improve campaign performance, Benjamin turned to TikTok’s Smart+ solution, designed to drive efficiency and maximize results.

As part of this strategy, they implemented Smart+ with Advanced Dedicated Campaigns (ADC).Alongside Smart+ ADC, the platform implemented several key TikTok tools to optimize performance. Benjamin used App Profile Page Toggle that enhances the iOS install performance by leveraging real-time onsite signals, allowing to optimize conversions based on users' strong intent to install.

To ensure their creative assets resonated with a broad audience, Benjamin repurposed top-performing creatives from the TikTok Creative Challenge (TTCC, now part of TikTok One).

Additionally, Benjamin utilized the Multilingual Feature Toggle part of Smart+ suite, which automatically translated English language creatives into the user's preferred device language. This ensured localized and relevant messaging even within a US-only campaign.

The Results

Accelerated ROAS growth and scaled investment

The adoption of Smart+ ADC led to a 2.2x increase in iOS ad spend, proving the approach was both scalable and effective. Performance saw a significant uplift, with Day 30 ROAS improving by 20%. Also the cost per event (CPE) dropped by 40%, while the CPI decreased by 25%, highlighting the efficiency of their new strategy.

One of the biggest contributors to success was the shift to mid-funnel event optimization, which allowed Benjamin to acquire users with higher long-term engagement and monetization potential. This approach helped identify and attract users who provided sustained value beyond initial installs.

Benjamin successfully expanded its iOS reach while improving both efficiency and engagement. The strategic shift not only delivered immediate improvements but also positioned them for long-term growth on TikTok.