Pocket Worlds

The Objective

Improve KPIs in iOS campaigns

Pocket Worlds is a virtual metaverse game developer based in the United States. They have been advertising on TikTok for over a year, seeing good results using Spark Ads, leveraging TikTok trends, and engaging with TikTok's gaming community.

The introduction of App Tracking Transparency (ATT) into iOS 14.5 has significantly impacted the way mobile advertisers run ads on iOS, including Pocket Worlds. With ATT in place, the ability of advertisers to reach users has become limited, posing a challenge for Pocket Worlds as they sought to promote Highrise, one of their life simulation titles, on a larger scale in December 2022. Their aim was to enhance their performance metrics on iOS, such as lowering cost per purchase and increasing conversion rate, by targeting mobile gamers in the US within the confines of Apple's SKAdNetwork (SKAN). This called for a new approach, and Pocket Worlds had to develop a strategy to successfully target their audience while complying with Apple's new privacy policy.

The Solution

Using TikTok's unique solutions for iOS

In December 2022 and January 2023, Pocket Worlds ran a campaign for Highrise on TikTok using App Event Optimization (AEO) with App Profile Page (APPO).

App Profile Page is a dedicated fast-loading instant page experience that serves as a bridge between TikTok and the App Store.The App Profile page serves two important purposes: The first is that the page provides additional information on important aspects of the app, thus raising the intent of users that click on the ad. The second is that it is designed to overcome one of the main challenges of iOS 14.5, limited signals, by increasing the number of onsite signals in order to drive higher conversion rates. This helps the system to consistently deliver ads to users more likely to take lower-funnel actions. The App Profile Page provides significantly more events that are passed in real-time, thus improving the results of standard SKAN campaigns. Pocket Worlds showcased the game’s ratings, number of ratings, and a clear description in the App Profile Page to build credibility with potential players.

In addition, Pocket Worlds leveraged Broad Targeting with Exclusion Audiences and Lowest Cost bidding to maximize the efficiency of conversions.

The Results

Significantly improving iOS campaign outcomes

Pocket World's adoption of TikTok's solutions for iOS proved a winning strategy. The company saw 25.7% higher day-1 return on ad spend, 8.5% higher conversion rate and an incredible -30.2% reduction in cost per install.