Triumph

The objective

Scaling sustainably while attracting high-quality engaged users

Triumph is a real-money gaming app that features arcade, puzzle, and strategy-based games, allowing players to compete for cash prizes. Triumph has been active on TikTok for a year and has seen strong results. However, to sustain momentum and scale effectively, the company needed to refine its approach for long-term growth.

With a strong focus on attracting high-quality, engaged users, the team aimed to balance maintaining strong ROAS while expanding their reach sustainably. Their performance targets were ambitious, but ensuring both creative quality and volume was just as critical.

Recognizing the need for optimization, Triumph saw an opportunity to enhance creative variety, refine targeting strategies, and elevate production standards to ensure smoother execution and long-term scalability.

The solution

Maximizing performance with Smart+ and a data-driven creative framework

Triumph and TikTok implemented a structured, phased approach focused on introducing Smart+ campaigns and diversifying creatives to achieve their goals.

Smart+ is an AI-powered performance solution designed to maximize returns by automating campaign management across targeting, bidding, and creative. The priority was to reduce dependence on a single creative, making campaigns more adaptable and resilient. Simultaneously, they streamlined internal production processes and increased TikTok One adoption. This ensured a continuous flow of fresh, high-performing creatives.

Triumph identified Value Optimization Advanced Dedicated Campaign (VO ADC) as a key driver of success based on past performance. Advanced Dedicated Campaign (ADC) is an iOS campaign type designed to enhance reporting, delivery, and optimization by leveraging real-time signals, including SAN and modeled signals, to improve performance.

VO ADC closely aligned with Triumph’s KPI priorities, focusing on D0 ROAS and projected D90 ROAS targets, ensuring both short-term efficiency and long-term scalability.Triumph gradually introduced VO ADC campaigns, starting with broad targeting before expanding into look-a-like (LAL) and third-party gaming audiences to further optimize reach and performance.

Leveraging TikTok creators within TikTok One helped prevent creative fatigue while ensuring a steady supply of engaging, authentic content that resonated with users and drove sustained campaign performance.

The creative approach focused on identifying high-performing creatives through testing and then strategically scaling them. Winning ads from creative tests were duplicated into scaled campaigns, allowing them to gain traction with a larger budget.This continuous iteration process kept the campaign fresh, maximizing engagement and performance.

The results

Scaling Up Revenue and Strengthening ROAS

These strategic adjustments significantly transformed Triumph’s campaign performance. Daily expenditure scaled 15x, driven by the successful combination of Smart+ and VO ADC. Initially, Smart+ accounted for only a small portion of the budget, but as more creatives were introduced, its impact grew while VO ADC campaigns steadily expanded, reinforcing overall account growth.

Triumph saw a 46% increase in D0 ROAS, with projected D90 ROAS improving by nearly 50%. Additionally, cost per unique purchase (D0) dropped by 36%, highlighting major efficiency gains and stronger returns.

Building on this momentum, Triumph is exploring new targeting strategies across both manual and Smart+ campaigns. They will continue to scale high-performing campaigns while maintaining a diverse creative mix and ongoing optimization, ensuring sustained growth and long-term success.