Superplay

The Objective

Superplay, one of the fastest growing game startups in the world, aimed to boost awareness for its star game "Dice Dreams" within the Thai market. TikTok was the perfect place to turn to amid the platform's proven record in generating buzz and setting trends. The nature of the platform—sound-on, full-screen, immersive—made TikTok the ideal platform to convey the Dice Dreams experience in a fun and captivating way.

The Solution

Superplay wanted to fully engage the TikTok community with the Dice Dreams experience. For their first ever awareness-focused campaign, they launched a branded hashtag challenge under the name #DiceDreamsChallenge. The challenge allowed Superplay to showcase the game's most exciting elements: the attack and the characters. Users were invited to complete the Peon's flight by causing carnage on their end! This tapped into the creativity of the TikTok community who were up to the challenge—producing hilarious cheeky videos of Chaos. The Hashtag Challenge also included an official sound to further engage users.

Superplay used a plethora of TikTok solutions to drive users to the campaign. During the month of September, Superplay used the TikTok Creator Marketplace to find creators in Thailand to boost the impressiveness of the Dice Dreams Business Account. A pre-launch plan was set in motion a week before the official launch to generate buzz towards the Hashtag Challenge in the Thai TikTok community and to fully capitalize on the platform's organic capabilities. A One Day Max In-Feed Ad launched on the September 26 to drive eyeballs to the page, while the Branded Hashtag Challenge itself took place on October 27–29 with three TopView reservation ads.

The Results

The campaign was an immense success across all parameters! The Hashtag Challenge page had more than 270 million page views, 134 million engagements, 130,000 video creations, and delivered 132% on the promised impressions. In addition, the game's Business Account enjoyed an increase of 36,600 followers. The impact was so great, that even #DiceDreams—not the challenge's name, but the name of the actual game—started trending by itself and reached over 30 million views!

The most amazing part was the impact this branding campaign had on performance KPI's. It was a key factor in delivering a huge organic push. In addition, the lists of audiences generated from the Hashtag Challenge were used to retarget and helped to create a dramatic decrease in cost per install. As a cherry on top, the game was pushed to the top of the App store.