Miniclip Netherlands

The Objective

Driving user acquisition and revenue with the 2024-25 season update

Miniclip Netherlands, a renowned European publisher specializing in sports simulators, set out to promote their game Football Head Coach. This immersive football simulation allows players to create and lead their own franchise team, striving for victory in a series of exciting matchups. With an in-app purchase model, Football Head Coach enables players to buy various in-game packages that enhance their experience.

As the new 2024-25 NFL season approached, Football Head Coach released an update featuring fresh rosters, player line-ups, and other engaging elements tied to the real-world league through a franchise partnership.

While the new season brought these exciting enhancements, the primary objective remained consistent: Miniclip aimed to drive high-quality user acquisition and increase in-app purchases within the US market. Running campaigns on TikTok, they focused on reaching paying users with a strong passion for football, maintaining cost efficiency.

The Solution

Elevating creative impact with TikTok One

Initially, Miniclip began its TikTok campaigns with App Event Optimization (AEO). As the campaign matured, Value Based Optimization (VBO) was incorporated, focusing on acquiring users with a higher likelihood of making in-app purchases. This evolved into the latest setup, where Miniclip utilized a combination of VBO and Advanced Dedicated Campaigns (ADC) for optimal performance.

Although the performance strategy remained solid, the creative approach saw significant enhancement as Miniclip shifted from TikTok Creative Challenge (TTCC) to TikTok One (TTO). With TTO, Miniclip accessed a broader creator pool and gained greater flexibility in content production, allowing for more dynamic creatives that resonated deeply with their audience.

TTO provided Miniclip with enhanced control over creators, offering features such as creator preview, the ability to set up creator screening questions, and the option to request additional content from top-performing creators. These capabilities ensured a streamlined approach to managing creative assets, enabling Miniclip to maintain relevance and quality in their campaigns.

Results

Enhanced engagement, lower UA costs, and higher ROAS

With TikTok One, Miniclip delivered high-quality, diverse creatives that showcased authentic gameplay experiences, significantly enhancing relatability and engagement.

Miniclip's improved targeting setup and updated creative strategy led to a 22% decrease in cost-per-install (CPI) a twofold reduction in day-7 return on ad spend (ROAS).

The shift from TTCC to TTO granted Miniclip better control over creative quality, boosted audience engagement, and substantially improved overall campaign efficiency.