Unico Studio

The Objective

Enhancing ad efficiency and attracting high-value players

Unico Studio, the publisher of Brain Test: Tricky Puzzles, set out to optimize its advertising strategy and scale the success of its popular puzzle game on TikTok.

As an experienced advertiser on the platform since 2020, the company has consistently tested creatives and gained valuable insights.

Operating under an in-app advertising (IAA) monetization model, Unico prioritized attracting high-value users to maximize long-term revenue while maintaining strict control over cost per install (CPI).

Always striving for greater efficiency, the company focused on fully utilizing campaign budgets and delivering consistent performance across key metrics.

The goal was to enhance budget efficiency, drive higher ad revenue, improve return on ad spend (ROAS), and attract users with high lifetime value (LTV).

The Solution

Leveraging Smart+ for optimal campaign performance

Unico Studio was among the early adopters of TikTok’s Smart+ solution, leveraging its advanced AI capabilities to enhance campaign performance. Smart+ automated key elements of the campaign, such as targeting, placements, and creative optimization, allowing Unico to streamline its efforts and focus on achieving its goals. The campaign strategy included running two identical campaigns - one utilizing Smart+ and the other using standard settings - to enable a direct comparison of results.

Unico also used the Multilingual Feature Toggle, which automatically translated ads based on users' device language preferences. This ensured localized and relevant messaging even within a US-only campaign.

Unico Studio created engaging, gameplay-focused in-house creatives that showcased the addictive and challenging nature of Brain Test: Tricky Puzzles. Additionally, the team incorporated TikTok Creative Challenge (now available in TikTok One) creatives, which brought a creator’s perspective to the game, enhancing relatability and engagement

The Results

Achieving measurable success with boosted revenue, installs, and ROAS

Using Smart+ alongside its cost cap bidding strategy, Unico optimized performance through real-time adjustments, reduced manual intervention and achieved consistent, impactful results.

The combination of Smart+ with cost cap bidding proved to be a game changer, enabling Unico to scale user acquisition and significantly improve the quality of users acquired. This approach maximized ad revenue and ensured an efficient use of budget.

The campaign exceeded expectations, achieving double the install volume compared to the non-Smart+ approach.Ad revenue increased by 75.9%, and ROAS improved by 6%. Additionally, the campaign maintained a healthy cost-per-install ratio, demonstrating effective budget utilization.

This collaboration highlighted the transformative potential of combining TikTok’s Smart+ feature with cost cap bidding, delivering measurable success and further establishing TikTok as a key advertising platform for Unico Studio.