OneState®

The Objective

Tapping into real organic content

Drive scalable user acquisition for our gaming title by leveraging authentic, player-generated content to improve engagement and conversion efficiency. Implement a Content Suite approach that integrates organic UGC at scale, enabling rapid creative iteration and higher ad relevance while maintaining cost-effectiveness. Target LATAM markets with app-promotion campaigns optimized for CTR and install quality, aiming to reduce CPI and increase ROAS through data-driven creative testing and strategic audience segmentation. Collaborate with creators and community leads to surface relatable gameplay moments that consistently outperform BAU benchmarks and support sustainable spend growth without sacrificing performance.

The Solution

Leveraging TikTok’s Content Suite to amplify authentic UGC for greater awareness and engagement

We implemented a Content Suite strategy that centers on sourcing, refining, and amplifying authentic player-generated content (UGC) to fuel app-promotion campaigns across LATAM. First, we established creator partnerships and community sourcing channels to collect high-quality organic moments, gameplay highlights, reaction clips, and player tips that resonated naturally with target audiences. Each asset was categorized by narrative type, visual treatment, and performance hypothesis, enabling rapid A/B testing and iterative creative development. This modular approach allowed creative teams to assemble dozens of ad variations quickly while preserving the authenticity that drives higher engagement.

On the media side, campaigns were structured around performance-focused testing lanes: broad-awareness seeding to identify top-performing UGC formats, followed by scale lanes optimized for CTR and install efficiency. We applied automated creative optimization and rule-based budget shifts to allocate spend toward high-performing combinations, which reduced inefficient impressions and improved CPE. Audience segmentation prioritized lookalike and interest-based cohorts tuned to LATAM user behavior, with exclusion lists to protect quality and retention metrics.

To ensure sustainable scale, we implemented a feedback loop combining creative analytics and post-install signals. Winning creative variants were flagged for extended runs, while under performers were reworked using learned hooks and pacing. Regular creator workshops and a simple asset-brief playbook maintained a steady pipeline of fresh, on-brand UGC. The result was a measurable lift in engagement and conversion efficiency: stronger CTRs, lower CPI, and improved ROAS compared to BAU, enabling confident spend scale without sacrificing performance or user quality.

The Results

Lower CPI, higher CTR, and improved ROAS.

By leveraging TikTok’s Content Suite to scale authentic user-generated content for OneState® in LATAM, the campaign drove transformative performance gains over business-as-usual (BAU): a 27% drop in cost-per-install (CPI), 66% lift in click-through rate (CTR), and 46% improvement in return on ad spend (ROAS). These results reflected far stronger user engagement and install efficiency, as the team unlocked scalable, high-performing creative that outperformed legacy ad formats while confidently scaling spend without sacrificing efficiency.