Zombie War

The Objective

Increasing downloads with an app install campaign

Zombie War is a popular tower defense game developed by Rocket Studio, a mobile game company based in Vietnam. The game is set in an apocalyptic world in which players control a group of hardened survivors who must strengthen the barrier that protects them from Zombies. Rocket Studio wanted to drive cost-efficient app installs for the game through TikTok and test the impact of Spark Ads in optimising the campaign.

The Solution

Boosting organic content with the Spark Ads native ad solution

To achieve their objectives, Rocket Studio joined the Test With TikTok program. Test With TikTok is a product testing programme to generate insights for product best practices in a structured and scalable manner. It enables advertisers to set-up structured A/B tests on the platform in order to drive better efficiency and budget consumption.

With Test With TikTok, Rocket Studio leveraged Spark Ads, a native-style In-Feed Ad format that allows brands to promote and amplify their own organic videos or the videos of other popular creators. Customers who want to increase app downloads can utilize Spark Ads to achieve a native look and feel for an integrated user experience. In addition to achieving core campaign objectives, they also allow brands to grow organic audiences, boost organic video views and drive brand awareness.

Rocket Studio's campaign featured video ads of exciting in-game shooting encounters taken as screen recordings which piqued the interest of the mobile game audience by demonstrating the game’s characters and features in a fun and authentic way. By using Spark Ads, Rocket Studios managed to reach its target audience, optimising for their business objectives and measurement results on TikTok Ads Manager.

The Results

Demonstrating the value of TikTok in video game marketing

The campaign for Zombie War proved that Spark Ads was an effective way to boost the number of app installs in the gaming industry. The format was able to help drive more cost-efficient results, with a 7% lower Cost Per Install when compared against standard In-Feed Ads. More relevant, high quality users were also acquired with users showing a 5% higher Day-2 Retention Rate. As a result, the game was able to achieve efficiency in terms of app installs while also increasing engagements on its Business Account. For clients based in SEA, become a part of the Test With TikTok program by reaching out to your Partnership Managers.