The Objective
Game developer Supercell was the first U.S. gaming advertiser to run a global Hashtag Challenge on TikTok for their hit mobile game Brawl Stars. They also ran auction In-Feed Ads optimized toward app installs. In the following phase of their partnership with TikTok, Supercell sought to drive greater performance with user acquisition, leveraging the organic excitement of Brawl Stars content on TikTok. Their other goal was to effectively increase return on ad spend through compelling content and targeting.
The Solution
Prominent gaming content creators were already actively making TikToks featuring intense, amusing and relatable moments for Brawl Stars. Eager to further engage with their audience, Supercell ran Spark Ads, boosting creators' TikToks to reach more people and also encouraging app installs. Not only did they amplify their creators’ content and presence on TikTok to new followers, but they also attracted active and passionate players.
The Results
Boosting creators' organic TikToks was an effective method to acquire new players. Players acquired via Spark Ads showed stronger engagement with the game. In addition, Spark Ads featuring creators lifted the day-one purchaser rate, which contributed to higher day-seven ROAS when compared to the brand's standard In-Feed Ads. Effective Spark Ad concepts featured creators breaking the fourth wall and leveraging sound and voiceover in humorous and entertaining ways. The creators’ unique personalities paired with thrilling wins and epic fails delivered engaging content for new and returning players.