Redecor

The Objective

Achieving efficiency for a casual game

Redecor is a casual home design game by Reworks Oy, acquired by Playtika in 2021. The game is a home decor style inviting players to design and decorate various rooms. Unlike many other design games, where players can just pick and place furniture items, with Redecor players are encouraged to express their creativity and play with different colors and textures. Also, players are evaluated by others adding a fun & engaging element to the game.

The gaming app, designed to inspire players' creativity, perfectly fit TikTok's DNA. However, when first launched, it did not generate the expected results, so the main goal was finding new solutions that will help improve performance, lowering CPI and increase ROAS.

The Solution

Applying TikTok best practices for creative execution and user acquisition

After analyzing exciting creatives, TikTok internal creative team in partnership with Bambassadors agency helped Playtika redesign its creative assets to best fit the platform's creative tone.

The new assets were created in different styles to allow variety and scale, while avoiding creative fatigue. Some assets featured the gameplay, while others showcased users' interactions with the game. The most important part of the process was the mutual work with Playtika's creative teams, educating them on best practices for future independent work.

As for the performance part, the activity was scaled gradually. First, the campaign was launched with a target for Mobile App Installs, a mid-funnel event, allowing the system to generate signals in order to educate the algorithm.

Upon gaining a sufficient amount of signals the campaign was optimized further down the funnel. First, towards App Event Optimization and then towards Value Optimization. VO is a feature that is set to maximize profitability for advertisers on TikTok by helping them acquire more highest paying users. Value Optimization was carried out simultaneously for both minimum ROAS (return on ad spend) and highest value ROAS.

To maximize scale the campaign ran simultaneously for all three optimization goals Mobile App Installs, App Event Optimization and Value Optimization.

The campaign initially targeted the US market. Once the activity was stable within the US and met desired KPIs, it was further scaled up in several ways:

• Expansion to further GEOs. The campaign rolled out across multiple markets simultaneously. Overall, the campaign was running across 20 markets at the same time.

• Budgets of min ROAS-based campaigns increased. This was possible due to the sufficient data and signals that were collected, allowing the algorithm the needed learning period.

The Results

ROAS improvement and CPI decrease across all markets

The results demonstrated the success of the chosen methodology both for media optimization and creative approach. The shift allowed to get to stable & successful performance across all markets. The set KPIs were significantly outperformed and the campaign showed massive scale on a daily basis, while maintaining an overall positive ROI.

The ROAS improved to 14% D7 and the CPI decreased by 90%. Also, Redecor's campaign hit a very notable CVR, which was 5 times higher than the general market benchmark.