ChillBase

The Objective

Maximizing user acquisition and engagement

One State RP is an open-world role-playing game developed by ChillBase, a European-based gaming publisher. The game allows players to take on diverse roles, such as firefighters or robbers, providing a highly realistic and immersive life simulation experience. The game hosts over 500 players on a single map, allowing for dynamic interactions and consequences with every decision. Players can upgrade their cars, acquire new vehicles, and compete in high-stakes racing events against skilled opponents.

With an in-app purchase monetization model, One State RP constantly pursues high-quality, deeply engaged users. Their TikTok campaigns, currently focused on iOS, aim to maximize user acquisition and engagement by leveraging the platform to connect with players passionate about immersive roleplay and competitive gameplay.

The Solution

Differentiating creative approach for TikTok Creative Challenge

ChillBase has been running a Mobile App Installs campaign on TikTok, supplemented by App Event Optimization. As their activity on TikTok progressed, ChillBase identified an opportunity to engage audiences at different stages of the user journey, encouraging both installs and deeper in-app engagement through TikTok’s creative offerings. ChillBase initially focused on creating high-quality creative briefs within TikTok Creative Challenge (TTCC).

They divided their creative approach into two main briefs corresponding to different stages of the player journey.

The first brief, titled Short Game Presentation, focused on driving new installs. Creators were tasked with producing content that captured their first impressions of the game, highlighting key elements such as graphics, features, and character dynamics. These creatives were designed to generate interest among new users and were optimized for Mobile App Install campaigns.

The second brief, titled Best Roleplay Stories, targeted users further along the funnel. TTCC creators highlighted in-game role-play opportunities, emphasizing character variety and immersive scenarios. This content aimed to attract high-LTV (Lifetime Value) users and was specifically designed for App Event Optimization campaigns. The creatives were first tested in Brazil and, following successful results, were expanded to the EU and US markets.

Results

Optimized growth and deeper engagement

This structured creative strategy delivered impressive results for ChillBase, enabling them to double their daily budget due to the campaign’s strong performance. Key metrics demonstrated notable improvements, including a 22% reduction in CPI, an 11% decrease in CPA (cost per purchase), and a 47% increase in D7 ROAS. The install rate (IR) also grew by 31%, further highlighting the campaign’s success.

By aligning creative content with different stages of the user journey and refining their assets, ChillBase not only boosted installs and user engagement but also solidified TikTok as a vital component of their growth strategy.