Wolf Game: The Wild Kingdom

The Objective

Driving optimal conversion with TikTok

"Wolf Game: The Wild Kingdom" is a new 4X strategy game (explore, expand, exploit, exterminate) produced by Special Gamez - a top Android app game developer. Pre-registration is a popular new tactic used by game developers to build excitement around new game launches. Wolf Game's plan was to stand out in the market and accumulate a large number of pre-registered users through TikTok in a short time.  

However, Wolf Game needed support in launching this advertising campaign on TikTok, as they faced bottlenecks in creating high-performing ad creatives, operational friction and unfamiliarity with the media strategy to succeed. Hence Wolf Game reached out to TikTok partner Madhouse Inc to address these challenges in launching the TikTok campaign.

The Solution

Leveraging partner integration for creative insights and campaign optimization

Founded in 2006, Madhouse Inc.is a subsidiary of BlueMedia Group, with the aim of maximizing mobile marketing investment and providing solutions for mobile app marketers to acquire high-quality users globally. As a leading integrated marketing communication agency for overseas markets, Madhouse helps clients engage target audiences, build brand awareness and coach Chinese brands to expand their overseas market. Madhouse integrated the TikTok Marketing API into its platform, which allowed advertisers like Wolf Game to better understand media and creative ad performance and drive better campaign insights.

By partnering with Madhouse, Wolf Game was able to automatically "tag" large amounts of ad creative variables and used the data insights to quickly identify the best creative strategy on TikTok.

Next, Wolf Game sought to dynamically drive target audiences to different landing pages, such as the official website landing page, store page, TikTok Instant Page and others, based on each audience's best chance of a conversion. As the integration enabled analysis of the interactive data generated by the ad variables every second, it allowed for rich data insights and a more effective optimization strategy. With these new insights, Wolf Game also implemented TikTok's App Event Optimization (AEO) and Value-based Optimization (VBO) solutions, further improving its bottom funnel conversions and daily revenue.

Wolf Game also needed to implement other tools to enhance its TikTok campaign, such as integrating its Mobile Measurement Partner and Business Intelligence tool to better capture performance metrics, and ensuring that multiple in-house or agency marketing managers had access to all of these functionalities to run TikTok ads smoothly and efficiently. This was easily solved by leveraging the Madhouse integration with TikTok, which allowed Wolf Game to have all of these functionalities within a single dashboard, significantly increasing operational efficiencies.

The Results

Pre-orders on TikTok far exceeded expectations

Wolf Game hit the top of the free charts in the US on the day it launched, with pre-orders on TikTok surpassing expectations by 230%. One week after the launch, the campaign optimizations drove even higher conversions, setting the top daily revenue record to date.

As of October 2022, Wolf Game is currently ranked in the Top 20 in the Google Play hot list, and has been installed more than 500,000 times. Wolf Game's TikTok campaign has achieved efficient reach within a short period of time, delivered exceptional results, and solidified the strategy for future game launches.