LevlUp

The Objective

What do Shiny Dragon, Dark Raptor, and Bubble Boom have in common? Easy! They’re all uniquely delicious concentration booster drinks from LevlUp (@LevlUp) – developed by gamers, for gamers.

Hold on, concentration booster drinks for gamers? Yep, you heard that right! As LevlUp know, gaming is hard work: it takes a huge amount of concentration and lightning-fast reactions – and requires you to carry out up to 400 motor movements on your mouse and keyboard every minute. If that’s not a sport, we don’t know what is.

The unique challenges of gaming deserve better support than conventional energy drinks can provide, which is where LevlUp drinks come in: perfect for helping gamers upgrade their performance, whatever the genre. After all, improved concentration = elevated gaming experience. LevlUp wanted to get this message across even better on TikTok, right in time for Christmas. The goal? To increase their product sales.

The Solution

Brands in LevlUp’s industry segment must observe specific TikTok advertising policies. To ensure full compliance, the brand had worked with TikTok to develop their own unique methodology, complete with a link to a landing page that they continually optimized. As a result, LevlUp were able to deliver their ads successfully and in compliance with the policies as part of an Always On strategy.

LevlUp built on this win with their latest campaign, testing the new methodology in tandem with Video Shopping Ads (VSAs). VSAs transform promotional content into interactive, seamless shopping experiences. Implemented in carousel format, these videos feature a wider range of products, allowing the community to browse and shop to their heart’s content all within a single ad.

Value-Based Optimization (VBO) was used as the brand’s bidding strategy. This ensures that ads are delivered to users who are more likely to make purchases with higher cart values. The TikTok Pixel provided precise results that helped the brand measure and optimize the campaign’s performance.

LevlUp also used a smart lead nurturing strategy that allowed them to navigate through the funnel with clear signals for their goals. To start with, this was optimized for the upper-funnel events “View Content” and “Add to Cart”, followed by “Complete Payment” after the learning phase was complete.

The Results

Smart strategy, strong results: LevlUp achieved a staggering increase in ROAS of 22%. At the same time, the cost per action (CPA) was reduced by 25%, while the click-through rate grew by 138%. In its unique methodology to implement their category’s ad policies, LevlUp demonstrated not only their strategic skill but also their creativity. Bring on the next boss battle!