Audiencelab by Geeklab X Nanobit
Maximising performance by optimising delivery of creator content
The objective
Launching a new campaign to drive installs for a global mobile game developer
Nanobit is a globally recognised mobile game developer known for narrative driven games such as Unfolded: Webtoon Stories (Story Game Licenced by WEBTOON). Nanobit work collaboratively with their agency Audiencelab by Geeklab, who work with them to optimise their performance.
Geeklab is a mobile marketing technology company founded in Finland. The company focuses on helping mobile games and apps scale user acquisition through data driven marketing, creative testing, and attribution solutions.
Audiencelab by Geeklab was built to solve the growing challenges of mobile measurement. The platform focuses on signal engineering and creative level attribution to help marketers optimise campaigns using better quality performance signals.
Nanobit has previously ran campaigns on TikTok, focusing on paid campaigns over organic growth. Working with Audiencelab, the game developer launched this new performance focused initiative specifically to drive higher ROAS, in App Purchases and Advertising revenue.
The solution
Building a creator driven campaign to enable rapid content testing and optimisation
To maximise conversion potential, Nanobit and Audiencelab implemented a campaign centred on creative diversification through TikTok One creators. This approach enabled the brand to produce authentic, engaging content while rapidly testing different creative styles to optimise performance and improve return on ad spend.
The campaign leveraged TikTok Events API alongside Purchase Optimisation campaigns on TikTok to strengthen audience and content learnings over time, supporting ongoing optimisation towards conversions. The combination of creator-led content and Audiencelab’s signal infrastructure enabled the algorithm to quickly identify and prioritise top-performing creative approaches.
The creative strategy balanced clear strategic direction with creative freedom. Creators were provided with structured guidance, including messaging themes, gameplay hooks and narrative elements, while retaining the flexibility to produce content in their own native TikTok style. This ensured content remained authentic to the platform while aligning with performance objectives.
This approach allowed Nanobit to maintain a strong pipeline of relevant creative, supporting engagement and maximising conversion potential throughout the campaign.
The results
Strong cost efficiency achieved through a highly tactical campaign approach
The campaign delivered strong results, demonstrating the effectiveness of a value-based optimisation approach on TikTok.
The campaign achieved a total return on ad spend of 2.08, with a day 7 ROAS of 1.68. This performance was supported by efficient user acquisition at scale, delivering installs at a cost of $1.13. Together, these results highlight the strong cost efficiency of the campaign, driven by optimisation towards high value users based on audience behaviour.
Outside the key metrics, the campaign benefited from a strong creative and data foundation. By leveraging TikTok One, Nanobit built an authentic campaign grounded in creator-led storytelling, ensuring content felt native to the platform while aligning with performance objectives.
Performance was driven by two key factors. Advanced signal engineering provided a more comprehensive optimisation signal by incorporating both in-app purchase and ad revenue data, moving beyond install-only optimisation. In parallel, the creator sandbox approach balanced clear strategic direction with creative freedom, enabling creators to produce authentic content while maintaining alignment with campaign objectives.
Overall, the campaign demonstrated how combining creator-driven content with advanced signal optimisation can deliver strong performance on TikTok. This approach provides a clear framework for scaling future campaigns, supporting both efficient user acquisition and improved outcomes.
This is a TikTok case study and is solely for informational purposes. Past performance does not guarantee or predict future performance.
The synergy between Audiencelab’s easy-to-use platform and the high-caliber content from TikTok One was a game-changer for us. Having a steady stream of top-tier creator videos made a visible difference in our engagement metrics. With the help of their amazing support team, our campaign performance didn’t just grow. It skyrocketed. It’s been a highly effective and rewarding collaboration."