HOMA

The objective

Engaging and monetizing users on TikTok for 'Clean It!' launch

Homa, a prominent video game developer and leading publisher, has earned acclaim for its successful gaming titles. The company has built a solid presence on TikTok, where its games have consistently achieved success.

For their new game launch, Clean It!, which taps into the large and popular trend of carpet cleaning on TikTok, HOMA strategically chose TikTok as one of the primary platforms in their promotional mix.

Building on this trend, Clean It! invites players to dive into the world of restaurant cleanup management. Players embark on a journey to build, clean, and expand their own eateries. They tidy up cluttered rooms. They clean carpets and clear away trash. This lays the foundation for their dream restaurant.

The game employs a hybrid monetization model. Players can choose to watch ads to earn in-game currency, power-ups, and new items for their eateries. Alternatively, they can make direct purchases, including an option for day-long power-ups.

For the global game launch, HOMA aimed to attract a large player base while also securing a substantial portion of paying users who would make purchases within the game.

With this goal in mind, HOMA turned to TikTok, leveraging its active gaming community and past successes in launching hybrid titles on the platform.

The Solution

Developing a refined strategy for TikTok Creative Challenge while harnessing trends for creative output

The promotion for Clean It! began with a Mobile App Installs campaign to acquire a substantial user base. As a hybrid casual game, the goal was to maximize the In-App Purchase (IAP) ratio and the Lifetime Value (LTV) of each user.

Consequently, the campaign focused on high-quality types like App Event Optimization and Value-Based Optimization, ensuring effective targeting and user acquisition.

One of the key components on TikTok is creative, where both quality and quantity are crucial. To achieve this, HOMA utilized the TikTok Creative Challenge (now available in TikTok One) in addition to the in-house produced creatives.

The creative concept revolved around both the game and the cleaning trend on TikTok. Creators successfully presented Clean It! from various perspectives, effectively showcasing its diverse aspects and engaging potential players.

HOMA identified their primary audience as young to middle-aged based on the game’s genre, competitor analysis, internal insights, and social network trends. This audience's preferences perfectly aligned with the creative concept of the game.

Initially TTCC produced creatives were used in testing campaigns, and the successful creatives were then leveraged across all other campaign types.

HOMA closely monitored the performance of their creatives, continually updating the TTCC brief based on which creative tactics proved most effective.

HOMA strategically updated the TTCC brief to optimize engagement by incorporating seasonal themes like Christmas and Easter, aligning with current trends on TikTok, and referencing successful styles from competitors' TTCC videos, while also adjusting content restrictions accordingly.

The team at Homa continuously tracked all relevant metrics to evaluate the success of TTCC creatives, including the time the videos were watched, Lifetime Value (LTV), Cost Per Install (CPI), spend or downloads.

The results

Achieving a substantial user base and impactful outcomes with TTCC creatives

The launch of Clean It! was a resounding success, achieving 2.5 million installs on TikTok within just six months—a, a milestone reached faster than nearly all other HOMA games during their initial six-month period.

The performance of the TTCC ads demonstrated very positive metrics when compared to other ad types.

The Cost Per Install (CPI) was 55% lower, while the Conversion Rate (CVR) was 60% higher. Additionally, the cost per purchase was reduced by 50%.

In terms of media results, the TTCC ads brought an average play time per user that was 10% higher and a Click-Through Rate (CTR) that was 2.85 times greater.

These results highlight the effectiveness of the TTCC's creative strategies in engaging and converting users.