Playful Rewards LLC

The Objective

Driving cost efficiency and expanding user base

Playful Rewards LLC, a US-based rewarded gaming app, provides a fast and enjoyable way for users to earn gift cards and cash debit cards by answering surveys and playing games. Users are rewarded with coins based on the time they dedicate to engaging with the app.

Playful Rewards aimed to improve cost efficiency and maximize budget utilization for their user acquisition campaigns on TikTok. With a focus on attracting a high volume of users at a low Cost Per Install (CPI), they sought to make a significant impact in the US market.

The Solution

Leveraging Smart+ to scale user acquisition efficiently

To build a substantial, engaged user base, Playful Rewards initially ran Mobile App Install (MAI) campaigns on TikTok, achieving stable performance.To further scale their reach and efficiency, they adopted TikTok’s Smart+ solution with cost cap bidding, an AI-powered tool designed to maximize returns through automated campaign management.

Smart+ not only enhances performance and operational efficiency but also minimizes creative fatigue and costs by automating how creatives are displayed to the audience. They set up two parallel campaigns on Android: one using Smart+ with cost cap bidding and a control campaign without Smart+, ensuring consistent ad group settings and creatives across both. This approach allowed to optimize CPI while improving overall ad spend efficiency.

Results

Impressive cost reductions and enhanced ad efficiency

The Smart+ campaign delivered significant performance improvements over the control campaign, with a notable lift in key KPIs.

Playful Rewards achieved a 32% decrease in Cost Per Install (CPI), a 37.84% drop in Cost Per Mille (CPM), and a 32% reduction in Cost Per Click (CPC), all of which contributed to more efficient budget allocation and enhanced overall cost-efficiency.Encouraged by these results, Playful Rewards decided to continue using Smart+ beyond the initial test phase, reaping ongoing benefits in cost savings and user engagement.