Playa Games x Mothership Marketing

The Objective

Shakes and Fidget is one of the most popular online games in the world, with more than 50 million players globally. To boost their title’s profile and find high-value customers in Germany and Poland, Playa Games ran an authentic campaign that introduced the brand to a new audience across two countries. 

The Solution

Playa Games set up a series of In-Feed Ads – one of our most engaging solutions. Joining forces with their agency Mothership, they set-up the campaign on TikTok Ads Manager with two approaches in creatives (Creator meme ads as well as gameplay ads) and leveraged 'Value-Based Optimisation' as a bidding strategy.

For Mothership, Value-Based Optimization (VBO) helped them find the audience most likely to make a higher purchase value within Shakes and Fidget. With high-energy creatives that felt 100% native, the campaign helped the brand engage with a targeted audience to reach their campaign goals in a personal and authentic way. 

The Results

The Playa Games Value-Based Optimization campaigns performed extremely well, especially in Germany and Poland. Compared to previous campaigns focused on purchase events, this flight had a return on investment 18% higher than campaigns optimising towards app events in Germany, and 71% higher in Poland. The entire campaign delivered 1,452 app installs in Germany, and 2,550 in Poland – making both campaigns incredibly cost-effective thanks to the control of TikTok Ads Manager.