AdOne

The objective

Promoting hypercasual game Pee Master to achieve high ROAS

AdOne is a hypercasual game publisher located in Vietnam, targeting global markets. They provide comprehensive publishing & optimization services for small and medium-size developers and studios. Beginning of this year, AdOne began to consider TikTok as a main marketing platform and leveraged TikTok to promote a number of games, including Pee Master, which is 100% IAA-driven hypercasual game. For the campaign, AdOne was looking for cost-efficient ad solutions from TikTok to generate high ROAS.

The solution

Leveraging TikTok's paid solutions and organic content strategy

During the initial stage, AdOne created a business account on TikTok and tested various concepts and creatives to identify ones that gain most traction. AdOne adopted TikTok creative best practices and invested a lot of efforts in producing TikTok-style creatives which helped to drive higher CTR.

AdOne adopted a number of TikTok's ad solutions to optimize and scale up fast and effectively. Lowering CPI was key KPI for AdOne and in order to achieve this, AdOne turned to Mobile App Install solutions. Campaign Budget Optimization solution was used to leverage TikTok algorithm to distribute the campaign budget based on real time performance and ultimately improve marketing efficiency. Also App Profile Page played a significant role in the campaign. App Profile Page helped improve the delivery performance of AdOne's iOS campaign by acting as a bridge between TikTok and the App Store. It collects high-intent onsite signals from App Profile Page, like clicking the download button, and uses them to optimize ad delivery, performance, and conversions. Lastly, Download Cards, one of TikTok's Interactive Add-on features was utilized to increase the CVR of the campaign.

AdOne bundled countries with similar user behavior together to scale up the campaign fast and effectively. The campaign extended to various markets across the globe, including the US, UK, Canada, Saudi Arabia, Sweden, France, Mexico, New Zealand, Indonesia, Brazil, Türkiye, and others.

The results

Successfully scaling up the campaign while optimizing the budget

Overall, the organic and paid strategy on TikTok, leveraging Campaign Budget Optimization, App Profile Page, and Download Card, successfully lowered CPI of the Pee Master campaign, exceeding the internal KPI expectations. The CPI was 29% lower than the internal benchmark for AOS campaign, and 72% lower than the internal benchmark for iOS campaign. Also, the campaign overachieved D0 and D7 ROAS KPI, which were 60% and 100% respectively. AdOne's Pee Master campaign proved that TikTok is the platform to effectively and efficiently scale up campaigns.