Pixodust

The objective

Scale creative content

Pixodust Games is a Brazil-based game publisher that develops mobile games for casual and mid-core players across different genres like Puzzle and Simulation. Pixodust was looking to drive return on ad spend for one of its puzzle merge games, Medieval Merge. While TikTok has been part of Pixodust's media buy with an evergreen campaign since December 2021 , the company was ready to expand on its efforts. Pixodust's biggest goal was to successfully scale its ad creative with content that was authentic to the platform, all while increasing their daily investment.

The solution

TikTok-first with the TikTok Creative Challenge

In February of 2023, the Pixodust team decided to take a transformative leap forward by putting TikTok Creative Challenge at the center of their campaign, relying on creators to recount the magic of their fun mobile game.

TikTok Creative Challenge allows game developers to scale creator-generated ad creatives with the support of creators. By tapping into creators and the ability they have to make content feel authentic and native to the platform, Pixodust created a campaign made up of 100% TikTok Creative Challenge content while honing in on proven TikTok best practices. This included strong call to action strategies, solid use of sound in the form of blended voiceovers and engaging gameplay commentary to draw gamers in.

The results

Higher ROAS and lower costs

Pixodust was able to successfully produce creative ads that resonated deeply with TikTok's diverse user base while driving high performance. Compared to previous campaigns, Pixodust's utilization of TikTok Creative Challenge generated 72% higher ROAS, 81% decrease in cost per unique purchase and 60% decrease in cost per install.

The results of this campaign marked a significant shift in Pixodust's TikTok marketing strategy, placing more focus on authentic gamer engagement while leveraging the power of creators. In fact, as of September 2023, TikTok Creative Challenge makes up 85% of the brand's media mix on TikTok.