Panteon
Leveraging TikTok's Smart+ Multilingual feature to localize creatives globally
The objective
Expanding global reach with personalized, multilingual campaigns
Panteon's journey started in 2012 with a vision to create the ultimate mobile gaming experience. That vision came to life through standout titles like Raid Rush: Tower Defense, a casual tower defense game that has captivated over 10 million players worldwide.
After establishing strong traction in English-speaking markets, Panteon set its sights on expanding its global reach. Having previously run successful app promotion campaigns on TikTok, the company recognized the importance of localizing its creatives to deliver a more personalized and engaging experience for users across different regions.
The solution
Driving efficiency through automated localization
To reach new markets efficiently, Panteon launched a Smart+ campaign to test TikTok's Multilingual toggle feature, which automatically translates English ad creatives, including video captions and on-screen text, into multiple languages. This campaign allowed Panteon to efficiently adapt its content for diverse audiences without additional production costs or manual localization.
The campaign strategy centered on combining Smart+ optimization, App Install Optimization, and Maximum Delivery Bidding to ensure strong performance across markets. By enabling the Smart+ Multilingual feature, Panteon ensured its messaging resonated with Android users in their preferred languages, resulting in a more authentic and engaging experience that felt native to each audience.
By leveraging TikTok's Smart+ tools, Panteon demonstrated how localized storytelling and automation can work together to scale mobile gaming campaigns globally.
The results
Boosting engagement and driving lower CPI
As a result, the Smart+ Multilingual campaign significantly outperformed the Smart+ control campaign that featured only English creatives. The cost per install (CPI) was 31% lower, while the click-through rate (CTR) increased by 16%, demonstrating the power of localized creatives in driving stronger engagement and acquisition efficiency.
Beyond metrics, the campaign exceeded expectations by streamlining global execution and unlocking operational efficiency. Through automated creative localization, Panteon targeted multiple regions simultaneously without the added production costs and complexity of creating language-specific assets.
This approach optimized ad spend, simplified campaign management, and allowed the team to focus more on creative strategy and performance insights. The success of this test underscored the scalability and impact of TikTok's Smart+ Multilingual feature, providing valuable learnings that Panteon will apply to future global expansion efforts.
Smart+ Multilingual made it possible for us to expand Raid Rush beyond English-speaking audiences without additional production effort. The feature’s automated translation and localization helped us connect with new markets efficiently and achieve lower CPIs with better engagement. It’s a scalable solution we’ll continue to use for global expansion.