Top 3 in the U.S. overall list, the casual game Love Fantasy did it

Not long ago, the match-3 + boutique mobile game "Love Fantasy", which was just promoted on TikTok, achieved good results that exceeded the expectations of the list target, and was regarded as a proper overseas game marketing "gifted student". Let's see how they play performance marketing on TikTok.

European and American women to the game, where is the marketing difficulty?

"Love Fantasy" is a match-3 + boutique mobile game produced by TouchPal's Smillage Game Studios that integrates costumes and plot elements, and its target is the female game market in Europe and the United States.

Before the game's big push, Smillage set a marketing goal for Love Fantasy to hit the top 5 of the iOS US charts, achieving more than 50,000 new users per day across all channels. To this end, Smillage has three major difficulties to solve:

• It is necessary to accurately reach the target market users, that is, female players in the European and American markets.
• To cater to European and American cultures and user preferences, it is necessary to create creatives that are suitable for local cultures.
• Implement the appropriate buying strategy and measure delivery performance under the iOS 14.5+ App Tracking Transparency Framework requirements.

Smillage had a very successful game with TikTok For Business when promoting its ultra-rest game Catwalk Beauty, and Smillage also learned that the TikTok platform is active with a large number of female users and players, which is just right for the female audience of the game. In recognition of the number and value of users on the TikTok channel, Smillage chose TikTok as one of the preferred channels for Love Fantasy to hit the list when it was launched in the United States.

From the material to the delivery, step by step to help the camp to rush the list

Month before big push: Creative production

Before the "Love Fantasy" launch, TikTok For Business gave comprehensive advice and support in terms of market insights, asset production and delivery testing, including:

• Market Insight Sharing: Provide Smillage with user profiling analysis of the U.S. market, especially crowd analysis and targeting of female users, share local hot content and topics, and share copyrighted music for use in material.
• Creative Creation: Helps Smillage grasp users' creative preferences and produces them through the Creative Hub's one-stop TikTok creative solution.
• Fission and testing of core explosive materials: Help Smillage use the landing page to test the materials that match the tone of the game, and investigate the user's favorite art style, gameplay, and purchase material type by comparing CTR and CVR data.

The week before the big push: Prepare before the shot

For iOS 14.5 policies, TikTok For Business's service team provided delivery strategies and solutions for Smillage fronts before the big push. include:

• According to the needs of the list, customize the big push plan and provide optimization division training.
• Helps Smillage with proper MMP platform configuration and data loopback.
• Small amount of material test, measured high CTR, CVR material, easy to push and expand.

During the push period (about 3 weeks in total): Thrush delivery

TikTok For Business's service team has the flexibility to help Smillage adjust policies, resolve audits, and breakpoints, and achieve:

• Reserve 500 sets of materials to ensure that the materials are constantly updated during the big push period, and the materials are maintained by order of magnitude.
• On the first day of the big push, the omni-channel download volume ranked first, accounting for 40% of the channel magnitude.

Over 50,000 installs in a single day on TikTok

Within a week of the big push on TikTok, "Love Fantasy" reached the consumption target of the IOS side of the United States, receiving more than 50,000 installs in a single day on TikTok's single platform, and creating a good result of second in the entire IOS list and first in the game list in the United States. In addition to the volume, TikTok's full vertical screen and full sound effects of the advertising form also made "Love Fantasy" leave a deep brand impression on TikTok users.

Smillage CEO Lu Zhengchao: "In the previous project cooperation at Catwalk Beauty, we were impressed by the professional service of the TikTok For Business team. At the Love Fantasy collaboration, TikTok For Business not only provided us with a tailor-made buying strategy, an industry-leading iOS solution, but also a huge amount of card point music to provide a premium choice for our material production. This not only helped our delivery team to quickly reach the consumption target, but also effectively controlled costs while ensuring recovery. For us to go to sea game makers, TikTok is really a 'treasure' platform. ”