Voodoo

The objective

Scaling Mob Control globally

Voodoo, a French game developer and publisher whose mission is to "Entertain the World," is known for transforming simple gaming concepts into innovative and engaging mobile experiences catering to a broad audience. The company has successfully transitioned from hyper-casual to hybrid-casual games, quickly building a strong portfolio of captivating titles.

One of its standout games, Mob Control, is an oddly satisfying action game where players move a cannon left and right, creating a fun and engaging experience. The gameplay revolves around multiplying characters as they progress, turning one unit into hundreds through simple yet rewarding mechanics.

Voodoo's goal for this campaign was to drive high-quality user acquisition and achieve its growth and performance targets. TikTok is a key platform for user acquisition, enabling the Voodoo team to target users on a global scale.

The solution

Implementing global optimization with Smart+ solution

Managing campaigns across multiple regions and markets demanded a sophisticated, scalable approach to performance optimization. To address this, Voodoo opted for TikTok's Smart+ solution and implemented it across their Android campaigns. Smart+ automates campaign targeting, bidding, and creative optimization using machine learning, helping Voodoo reduce manual management and focus on high-level strategy. The AI-driven insights ensured the right creatives reached the right audiences globally, minimizing creative fatigue and boosting efficiency.

A standout feature of Smart+ is its ability to target multiple countries with a single campaign simultaneously.

Its Multilanguage Feature Toggle seamlessly translates creatives into the end user's language, further optimizing global engagement.

Results

Achieving growth and efficiency across markets

Globally, TikTok’s Smart+ solution ensured continuous improvement in campaign performance, streamlining Voodoo’s marketing efforts at scale. By automating key elements of campaign management, Smart+ allowed Voodoo to maintain efficiency while driving strong results across all markets.The impact of Smart+ was evident in significant ROAS and retention uplifts compared to non-Smart+ campaigns. Voodoo achieved a +12% ROAS uplift on Day 1, +10.5% on Day 7, and +10% on Day 30, showcasing sustained performance growth. Retention rates also saw remarkable improvements, with a 13% uplift on Day 7 and 15% on Day 30, underscoring the solution's ability to enhance user engagement and long-term value.