Star Stable Entertainment

The Objective

Increasing brand visibility and in-app registrations

Star Stable Entertainment is the home of the fastest-growing horse adventure game in the world, Star Stable Online, with over 25 million registered users across 180 countries and in 14 languages. Star Stable Entertainment was looking for a way to reach a broad audience of 13+ year-olds in the United States and Germany to increase in-app sign-ups. As TikTok is one of the leading platforms for Star Stable Online's target audience, the company wanted to increase brand visibility on the platform to achieve its goals.

The Solution

Leveraging In-Feed Ads with a TikTok-first creative strategy

Star Stable Entertainment leveraged a suite of TikTok products to help them increase in-app registrations in the United States and Germany. Star Stable set up an App Profile Page, a fast-loading instant page experience that helps improve the delivery performance of iOS 14 dedicated campaigns. In addition, the brand also used a combination of bid objectives, mobile app installs and app event optimization, to ultimately achieve a lower cost per registration.

To keep its ad creatives fresh and engaging, Star Stable Entertainment worked closely with TikTok's in-house creative team to deliver bespoke creatives that followed TikTok's best practices. They incorporated hooks, such as catchy phrases in the first few seconds of the video to grab the viewer's attention, and utilized the text-to-speech voiceover function to help their visual content stand out. Alongside the ad creatives, they also tapped into Spark Ads to leverage organic content created by other creators. Star Stable Entertainment also localized its ads into different languages and used creative testing to ensure they were hitting the mark.

The Results

More in-app registrations at a lower cost per registration

By leveraging TikTok's best practices, Star Stable Entertainment achieved impressive results, achieving 7.4M unique reach with their catchy ad creatives. Star Stable grew its user base with 50K installs at a 27% lower cost per Install, and generated 23K new in-app registrations with an impressive 69% lower cost per registration compared to other platforms.