Cluster Inc.

The Objective

Japanese metaverse platform Cluster prides itself on being one of the Japan’s largest metaverse platforms, with the ability to host up to 100,000 users simultaneously on the platform. Users are able to customize their avatars, enjoy music and games, create new worlds, participate in events as well as buy or sell items. As they needed a solution to reach more Generation Z audiences, Cluster recognized TikTok as a suitable platform with a large user base to grow their community and potentially drive more app installs.

The Solution

Cluster explored an end-to-end solution, Smart Performance Campaign (SPC), to maximize their delivery outcomes while minimising manual input for campaign setup. Designed to run performance campaigns at scale, advertisers are only required to select the designated country and marketing objective, set a budget, and upload creative assets to get started. Through machine learning, SPC optimizes for the best performance and marketing goals across multiple creatives and bids for auctions, leading to stronger campaign performance.

With ‘app installs’ selected as their campaign objective, Cluster set up their SPC with 29 videos uploaded alongside 5 text variations. They leveraged system optimization, selecting location and language for targeting and setting their ads schedule to "All day". To ensure that the campaign can end its learning period smoothly, they avoided making frequent edits to the campaign setup.

The Result

Cluster's SPC campaign was compared to a non-SPC campaign that ran previously, and it delivered significantly better results. The campaign achieved a 78% increase in Conversion Rate (CVR), an 18% increase in Clickthrough Rate (CTR), and a 26% reduction in Cost Per Install (CPI). Moreover, the campaign generated over 136K impressions and drove a 31% increase in conversions, thanks to the buzz created on TikTok.