Twin Harbour Interactive
Increasing installs and improving engagement by expanding creative variety through an always‑on pipeline of TikTok‑native videos
The objective
Efficient growth with fresh creatives
Supremacy: World War 3 is a real‑time global war strategy game by Twin Harbour Interactive. The advertiser wanted to scale conversions efficiently while keeping creative fatigue low. It sought a solution to continuously refresh creator content without heavy manual work.
The solution
Powering creator content at scale with Creative for Smart+
The advertiser activated Creative for Smart+ to auto‑explore both creator‑made and in‑house content. Using creative autoselection, the system will continuously source, refresh, and authorize high‑relevance videos, enabling ad delivery to rapidly test and prioritize top‑performing creatives. This ensured campaigns were constantly supplied with new, fatigue‑resistant assets at scale. Specifically, the advertiser:
Activated creative autoselection;
Authorized a wide pool of creator videos aligned to gameplay, strategy storytelling, and user POV;
Leveraged creative autoselection to automatically identify winning creatives and optimize traffic toward high‑performing assets;
Benefited from continuous refresh which ensured new creator content entered rotation without heavy operations.
Together, these capabilities allowed the advertiser to maintain a dynamic and effective creative strategy that maximized performance while minimizing manual effort.
The results
Lower costs, more installs
With the Smart+ creative auto-exploration advantage, Supremacy: World War 3 unlocked a larger creative pool, reduced fatigue, and accelerated performance. The toolkit supported continuous creative discovery while keeping execution simple and efficient, making it ideal for performance-driven game advertisers.
This approach resulted in a 64% lower cost per install (CPI) when using Smart+ creative autoselection compared to manual selection, along with a 1.5× higher click-through rate (CTR). Additionally, 49 high-relevance creator videos were automatically explored through creative autoselection, ensuring a steady flow of effective content.
Smart+ creative autoselection expanded our creative toolkit and helped us maintain a balanced mix of assets, which is crucial on TikTok where keeping content fresh is key to avoiding fatigue. It made campaign execution smoother and ultimately helped us to continue driving performance on a larger scale.