Chillbase
Successfully launched One State RP - Role Play LiveOps Android campaign on TikTok
The objective
Promoting a major game update to drive more app installs while achieving the D7 ROAS goal
Chillbase is a mobile gaming company behind One State RP, its flagship role-play game on iOS and Android. The game differentiates itself through an immersive gameplay experience that blends role-play, strategy, and long-term engagement, making it especially well-suited for value-driven player acquisition. To support a major game update, Chillbase partnered with TikTok to drive high-value app installs while achieving its D7 ROAS target.
The solution
Leveraging Value-Based Optimization solutions for app on Android across D0 tROAS bidding, D7 Highest Value bidding, and Promotion Event Toggle
The campaign’s primary objective was to achieve strong D7 ROAS while maximizing budget efficiency during a major version update in April 2026. The client leveraged Android Value-Based Optimization solutions across D0 tROAS bidding, D7 Highest Value bidding, and Promotion Event Toggle - These campaigns optimized toward downstream value while increasing budget scalability.
Early planning and close LiveOps collaboration enabled the team to build a holistic media plan around the game update. Whether as an evolution of prior TikTok activity or as a new phase of performance investment, this LiveOps campaign demonstrated how TikTok helped Chillbase transform a major product update into measurable business results.
The results
Achieved efficient growth across spend, share of wallet, and ROAS
The campaign exceeded expectations by delivering both strong D7 ROAS and broader strategic value.
According to internal advertiser data, the LiveOps campaign drove 2.1x higher incremental budget delivery on TikTok, increased share of voice (SOV) by +12 percentage points, and achieved +17% higher D7 ROAS in LATAM markets. These outcomes reflected not only efficient media investment, but also the success of a value-focused growth strategy built around the advertiser’s most important KPI.
What made the campaign especially effective was its ability to connect product timing, media solutions, and business objectives in a single plan. By activating around a major version update and combining Android Value-Based Optimization solutions centered on D0 tROAS bidding, D7 Highest Value bidding, and Promotion Event Toggle, the team created a performance framework that was both scalable and outcome-driven.
Beyond the metrics, the campaign showed how TikTok can help brands turn authentic product moments into sustained business momentum. The client also came away with clear learnings: Value-Based Optimization works best when paired with strong LiveOps timing, and holistic planning can unlock impact that goes beyond immediate campaign figures.
This success creates a strong path forward for future TikTok campaigns, with opportunities to scale similar strategies across new launches, market expansion efforts, and future LiveOps activations.
Android Value-Based Optimization on TikTok was a real turning point for our growth. The combination of D0 tROAS bidding, D7 Highest Value bidding, and the Promotion Event Toggle let us scale spend confidently while keeping our D7 ROAS on target, something that's usually a trade-off. Timing it around a major game update made the impact even bigger. This approach helped us grow efficiently and gave us a clear playbook we're excited to build on for future launches.