Candywriter LLC

The objective

Building an engaged user base through optimized campaigns on TikTok

Candywriter, a US-based publisher specializing in simulation games, is best known for BitLife, a life simulation game that invites players to navigate a fictional life journey, making choices that shape their character’s unique destiny. This "choose-your-own-adventure" experience draws players into diverse scenarios, from building careers to navigating complex moral decisions, often with humorous or unexpected twists.

BitLife operates on a hybrid monetization model, with a strong emphasis on in-app purchases (IAP). Players can unlock special features or access premium content that deepens gameplay and offers unique advantages.

Candywriter’s user acquisition campaigns are carefully crafted to attract users likely to engage deeply with the game and eventually convert to paying customers.

With a focus on continuous improvement, Candywriter consistently pursues more efficient optimization strategies to drive high-value conversions and maintain BitLife’s strong appeal among its dedicated audience. They have been continually testing and refining their approach on TikTok to maximize performance.

The solution

Introducing Smart+ for enhanced performance

Historically, BitLife relied on App Event Optimization (AEO) and Value Optimization (VO) campaigns, later incorporating Advanced Dedicated Campaigns (ADC) to achieve solid performance. With TikTok’s launch of Smart+ solution, Candywriter saw an opportunity to test this innovative, AI-powered solution designed to optimize ad delivery and maximize returns.

Smart+ automates campaign management across targeting, bidding, and creative, delivering the right ad to the right person for optimal performance. Candywriter implemented Smart+ on iOS to enhance campaign efficiency by leveraging automated audience selection and dynamic ad optimization.

BitLife also utilized TikTok Creator Challenge (TTCC) to diversify its creative mix, introducing fresh content that resonated with users and boosted audience engagement.

The results

Smart+ delivers high-impact results, expanding BitLife’s reach across markets

The shift to Smart+ delivered impressive results for BitLife. Most notably, Smart+ exceeded BitLife’s return on ad spend (ROAS) KPI by 43% according to their single source of truth (SSOT) metric, showcasing its effectiveness in driving high-value conversions well beyond initial benchmarks.

Additionally, Smart+ achieved an ADC SSOT cost per install (CPI) that was 25% lower than manual ADC, while the click-through rate (CTR) saw a significant boost, rising by 31% compared to manual ADC.

This reflected stronger user engagement with ads, driven by Smart+’s advanced targeting and optimization capabilities.

Impressed by the US performance, Candywriter expanded their Smart+ campaigns to new markets, including the UK, Canada, and Australia, and subsequently launched Smart+ campaigns on Android as well.