Bravestars Vietnam

The objective

Increasing ROAS

Bravestars is a hyper-casual game developer based in Vietnam. Founded in 2013, they have built 20 games with a total of 100 million downloads. Their popular game titles include "Shadow of Death" (the first game to reach the 10-million-download milestone) and "Stickman Revenge 3."

Bravestars ran an iOS 14 Dedicated Campaign with App Event Optimization (AEO) and App Profile Page for their key title "Save The Pets". The goal was to achieve a lower cost per achieve level (SKAN) and higher ROAS, targeting mobile gamers worldwide.

The solution

Optimizing conversion value with AppsFlyer

When Bravestars started running their AEO and App Profile Page campaigns on TikTok, they did not set up any conversion value mapping. This hindered Bravestars' ability to accurately measure the effectiveness of their AEO and App Profile Page campaigns. Conversion value mapping plays a crucial role in tracking and optimizing campaigns toward specific user actions. Without it, Bravestars found it challenging to assess the true impact of their advertising efforts and make informed decisions about resource allocation.

In order to boost their campaign performance, Bravestars teamed up with TikTok's Measurement Marketing Partner, AppsFlyer. Bravestars utilized AppsFlyer's SKAN studio to configure conversion values, focusing on gamers who reached "Level 6" within the game. This specific milestone was a key indicator of in-app actions and potential monetization. With AppsFlyer's SKAN dashboard, Bravestars could easily track the relevant metrics.

With the help of AppsFlyer, Bravestars was able to increase performance for their AEO and App Profile Page campaigns. Through AEO, TikTok was able to use data insights to serve the ad to users who fit the target criteria and show a propensity to purchase – in this case, achieving Level 6 of the game was valuable to Bravestars as that was when gamers would increase their chances of in-app actions.

App Profile Page, too, 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. In this case, the instant page experience was shown to gamers in Level 6 who had a higher conversation rate, resulting in efficient campaign performance. Bravestars also customized the App Profile Page’s languages and app descriptions to appeal to different targeted countries. They optimized app images within the App Profile Page to ensure a good user experience, driving high conversions from interested Level 6 gamers.

The results

Increasing ROAS

Bravestars achieved notable results by utilizing AppsFlyer's capabilities and optimizing their campaigns on TikTok. By effectively targeting their desired audiences, Bravestars was able to generate a strong conversion rate, leading to a significant 15% increase in return on ad spend and a 12% decrease in cost per achieve level. Building on these successful campaigns, Bravestars scaled up their iOS App Event Optimization campaigns on TikTok by 40%.