For their first foray into TikTok Ads, SciPlay chose to promote its underwater-themed mobile social casino game, Gold Fish Casino Slots.
As SciPlay is always interested in expanding its social media presence, its first US TikTok campaign was launched in December 2020. Sciplay’s goal was to find pockets of new high-quality users (particularly those who weren’t users of other social media platforms) while reaching our best target audience with lower CPMs compared to other social channels.
yellowHEAD’s UA team started SciPlay’s campaign with a test budget on Android and saw great results. Within the first week of activity, the team managed to exceed SciPlay’s KPIs. The campaign continued to bring success as yellowHEAD implemented winning strategies on both Android and iOS.
yellowHEAD did this by focusing on a few key areas:
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- Bidding: The team started with App Install Optimization, then strategically shifted to App Event Optimization, testing all campaign types available.
- Creatives: yellowHEAD UA used both proven creatives from other channels and made dedicated creatives for TikTok. Alison creative technology deciphered which visual elements within the new and existing creatives perform best and maximized results on the platform.
- Targeting: The team tested multiple targeting options, including broad, lookalike, interest, and behavior targeting to find the best combination for different bidding types.