10 Chambers
Amplifying game awareness and traffic with Smart+
The objective
Reaching hardcore gamers
10 Chambers is on a mission to deliver the ultimate co-op FPS (First-Person Shooter) experience. Their flagship game GTFO caters to a passionate niche of hardcore gamers who crave intense and challenging gameplay. For this campaign, their primary goal was clear: boost awareness and drive quality traffic for GTFO downloads on Steam. Having seen success on TikTok before, from both Paid and Organic standpoints, they were eager to harness the platform’s expansive reach to tap into a broader audience.
The solution
Strategic Ad testing with TikTok Smart+
To optimize their efforts, 10 Chambers put TikTok’s Smart+ solution head-to-head with a standard campaign setup to evaluate which would drive higher engagement and traffic for GTFO. Using TikTok In-Feed Ads, they ran two parallel campaigns: one manual campaign optimized for traffic and another utilizing the Smart+ automation feature.
By carefully choosing ad formats and leveraging TikTok's targeting tools, 10 Chambers zeroed in on U.S.-based gamers aged 18 and above, ensuring the campaign was primed to hit its KPIs. This strategic approach allowed them to test and learn what truly resonated with their target audience.
The results
Engagement that exceeded expectations
The campaign’s results highlighted the strength of TikTok’s Smart+ solution in driving meaningful engagement. The Smart+ campaign achieved a click-through rate (CTR) of 1.33%, representing a 77% increase in performance compared to the standard campaign's CTR of 0.75%. This significant improvement underscored the effectiveness of optimization in capturing the attention of a highly specific audience.
The engagement rate also saw a notable boost, climbing to 1.44% compared to 0.85% with the manual setup. This demonstrated that not only were more users interacting with the ads, but they were engaging in a way that aligned with campaign goals. Additionally, the Smart+ campaign drove a higher volume of quality clicks, with 4,116 clicks compared to the manual campaign’s 4,044.
These results exceeded expectations, showcasing TikTok’s power in reaching niche markets with precision and impact. The campaign’s success has inspired 10 Chambers to deepen its investment in TikTok, using the insights gained to fine-tune future strategies and continue connecting with their core audience of dedicated gamers.
It becomes more challenging for assets to remain appealing and feel "fresh" the longer your game has been on the market... We tested the Smart+ campaign and observed an increase in CTR, indicating that people found the ads more appealing and were motivated to click to learn more about the game. The advantage was that we only uploaded five old creatives and let the platform do the rest - decide who to target these ads to and in what shape and form to show these creatives.
