Supercell
Learn How Clash Royale Drove Engagement with TikTok-Native Content
The objective
Scaling beyond brand-led ads
Clash Royale, developed by Supercell, is a globally popular real-time strategy game, known for its competitive gameplay and loyal fanbase. The objective was to reach new audiences, stay culturally relevant, and make gameplay content feel more personal, relatable, and shareable. Furthermore, Supercell aimed to drive scalable user acquisition while increasing in-app revenue.
With a monetization model based on in-app purchases and a core audience of young male mid-core players, the goal was to reach new audiences and drive conversions without over-relying on brand-owned channels.
Historically, Clash Royale relied on owned Spark Ads, where posts from their official TikTok account were boosted to reach wider audiences. This approach consistently delivered solid results by ensuring that branded content was seen by more people. Nonetheless, Supercell was eager to take a more interactive approach.
The solution
Creator-driven storytelling
The team recognized that the real power of TikTok lies in its creator community. Unlike traditional ads, content from TikTok-native creators feels more authentic, entertaining, and in tune with the platform’s culture. By partnering with creators and having them post gameplay-driven content from their own accounts, Supercell was able to blend Clash Royale storytelling with trending TikTok formats and relatable voices. These creator-led posts were then boosted using Spark Ads, combining the trust and creativity of authentic voices with the scalability and precision of paid media.
Through TikTok One, Supercell partnered with a diverse mix of creators who blended Clash Royale gameplay with trending TikTok formats. These creator-led posts merged humour, native storytelling, and relatable commentary that explained game mechanics in entertaining ways.
The winning approach combined the authenticity of organic creator voices with the scale of paid media: creator content was boosted through Spark Ads, maximizing reach while keeping the content engaging and native to the platform. This shift marked an evolution from a purely brand-driven approach to a community-first strategy, one that made Clash Royale feel like a natural part of TikTok culture rather than just another advertiser.
The Results
Stronger engagement across the board
The creator-led strategy allowed Clash Royale to scale content production, expand reach through trusted voices, and drive measurable campaign performance.
The results spoke for themselves:
107% increase in click-through rate (CTR)
65% increase in 6s view-through rate (VTR)
By tapping into TikTok’s creator ecosystem, Clash Royale built a model that turned native content into performance-driven media; successfully leveling up its marketing strategy.
(Source: TikTok (Ads Manager) data)
TikTok One Creator Content helped us connect with a wide range of creators, giving us access to diverse content and fresh perspectives. These creators live and breathe the platform, they know what works, what trends, and how to tell a story in a way that resonates. Tackling TikTok effectively isn’t something we could do alone. It’s only possible through real collaboration opportunities like this.