Every day, over 4,000 new apps launch on app stores. With so many apps launching and fighting for user’s attention, how do you make sure your app finds its target audience?
In this case study we are discussing ‘Eatventure’ developed by Lessmore and the strategies they used to find success using TikTok. The game is currently securing the #11 spot in the Simulation category on Apple Store and garnered a standout 4.8 rating.
In this TikTok game app marketing case study, you’ll learn
- The secrets behind the success of the LessMore Eatventure campaign and House of Marketer’s insights.
- Tips to make TikTok work for your game application.
The LessMore Eatventure Campaign: A TikTok Success Story
Lessmore, an independent mobile game publisher, introduced ‘Eatventure’, a captivating restaurant simulator designed to appeal to a broad audience spanning various age groups.
Rather than sticking to a traditional monetisation strategy, the game innovatively blended in-app purchases with in-app advertising. After launching, they strategically turned to TikTok, tapping into its massive gaming community.
The campaign had a crystal-clear ambition: to maximise installs, bolster in-app purchases, and expand their footprint across diverse markets.
Strategy and Goals
Lessmore has a clear vision and they meticulously crafted their strategy for ‘Eatventure’ on TikTok.
Their strategy can be divided into three phases.
Phase 1: Drive App Installs
Being a newcomer in the gaming arena, their initial emphasis was on boosting app installs, leading to in-app ad revenue. Their goal was to maximise visibility and user acquisition.
Initially, they decided to target only iOS users based in the US market. They began with a lower daily budget and emphasised app installs since the game was new and its primary revenue was from in-app advertising. As results poured in, they adapted, refined, and evolved their strategy.
Additionally, they wanted to build a foundational player base that would drive organic growth through word-of-mouth and in-game referrals.
By leveraging TikTok’s vast and engaged user base, Lessmore aimed to tap into users’ penchant for discovering new and exciting apps, making them early adopters of “Eatventure”.
Phase 2: Emphasise In-App Purchases
Once they had a solid player base established, it was time for “Eatventure” to shift gears. The game had garnered attention, and now, it was about deepening the engagement and monetising this captive audience.
To achieve this, they adopted a more granular approach to targeting, experimenting with various demographics and smartphone specifications.
The goal now was not just to have players but to enhance their in-game experience, encouraging them to invest in premium features, upgrades, and exclusive content.
To achieve this, Lessmore adopted a two-pronged approach.
First, they utilised the existing user analytics to understand player behaviour, preferences, and spending patterns. This data-driven insight allowed them to tailor in-app offerings, making them more appealing to specific user segments.
Secondly, they fine-tuned their marketing campaigns on TikTok, targeting users based on demographics and smartphone specifications. This ensured that their promotional content reached those most likely to make in-app purchases, optimising their return on investment.
Phase 3: Global Expansion
Having identified the most efficient optimisation and targeting techniques, Lessmore broadened its horizons.
The campaign was later rolled out in multiple markets, including Australia, Austria, Belgium, France, Germany, Greece, Israel, Netherlands, Poland, and Spain.
Challenges and Solutions
One of the main challenges most campaigns face is keeping their audience consistently engaged because repetitive content can lead to ad fatigue, diminishing the impact of even the most well-crafted campaigns.
To keep the audience engaged and prevent ad fatigue, Lessmore leveraged the TikTok Creative Challenge (TTCC). This initiative enabled TikTok creators to craft user-generated content-style ads for brands. Moving away from just displaying gameplay, Lessmore seamlessly integrated TTCC videos into their campaign. In time, these creator-generated videos became the campaign’s mainstay, resulting in the acquisition of over 500 distinct videos in a matter of months.
The numbers are staggering:
- Over 7 months, the campaign’s scale on TikTok increased by more than 50 times.
- TikTok became the top user acquisition channel for iOS users and their in-app purchases.
- The campaign achieved a 46% lower cost per install compared to other platforms.
- A 28% higher day-seven return on ad spend than other platforms.
- An impressive 22% conversion rate, surpassing the average CVR on other platforms.
“Eatventure” ranked among the top mobile games in several countries, including Germany, the UK, Israel, and Canada.
But beyond these stats, the campaign’s true success lies in its ability to connect with TikTok’s audience leading to success across multiple platforms.
Gus Viegas, Head of Growth at Lessmore, encapsulates the campaign’s essence:
“The key was being open. As we were searching for new ways to expand our iOS share of voice, we shared our priorities and pitfalls with our account managers, got together with them and brainstormed – the results speak for themselves.”
📌 House of Marketer’s Take on Lessmore’s Strategy
At House of Marketers, we’ve always been proponents of innovative and adaptive strategies. As we dig deeper into Lessmore’s tactics, we couldn’t help but draw parallels with some of our most successful campaigns.
Here’s our detailed take, built on years of experience and industry insight:
- iOS Users Targeting: In our experience working with numerous brands, targeting iOS users often leads to high engagement and monetisation.
Lessmore’s choice in zeroing in on this demographic was smart—it aligned perfectly with trends we’ve observed in high-performing campaigns.
- Thoughtful Budgeting: We’ve always emphasised the importance of strategic financial planning. Starting with modest budgets on TikTok in the US was a financially sound tactic.
- Scaling after Mastery: Many brands attempt to scale prematurely, but not Lessmore. Once they nailed the formula in the US, they expanded. Their agility reminds us of some of the best success stories we’ve been a part of. The key? Understand your market deeply before you grow.
- Fluid Transition: How many brands can seamlessly shift their focus and still find success? From driving initial installs to pivoting towards in-app purchases, Lessmore showcased an adaptability we wish more brands embraced. Their move exemplified a profound understanding of the evolving player’s journey—a nuance we stress in our client strategies.
- Analytics Dedication: Data is the cornerstone of all our campaigns. Lessmore’s dedication to it resonated with us. Customising in-game offerings based on player behaviour was a smart move.
We’ve always advocated for such an approach, and it’s rewarding to see brands achieve increased engagement and revenue streams through it.
- Leveraging Past Insights: Instead of starting afresh, Lessmore smartly utilised insights from their US campaigns when venturing into new markets. We often advise our clients: Your past campaigns are a blueprint, utilise this information wisely.
Key Takeaways from the LessMore Eatventure Campaign
The success of the LessMore Eatventure campaign wasn’t just due to luck or timing; it was the result of well-thought-out strategies.
By creating challenges, user-generated content, and influencer collaborations, they crafted a compelling narrative that users eagerly wanted to be a part of.
Here is our take on the key drivers behind LessMore’s campaign success and insights on how brands can replicate this success:
1. Harness TikTok’s Unique Features to Your Advantage
The “Eatventure” campaign brilliantly tapped into TikTok’s distinctive offerings, especially the TikTok Creative Challenge (TTCC), resulting in a rich array of creator-generated videos.
This move not only showcased the potential of platform-specific tools but also resonated deeply with TikTok’s audience. The key is to actively explore and utilise platform-specific tools, ensuring content remains fresh and engaging for the audience.
2. Stay Agile and Adapt to TikTok’s Dynamic Landscape
The “Eatventure” campaign showcased adaptability by transitioning from gameplay-centric content to TTCC videos. This shift highlighted the importance of staying nimble in the face of evolving platform trends. Brands must be prepared to pivot their strategies, ensuring they remain relevant and impactful.
3. Foster Collaborative Partnerships for Deeper Resonance
“Eatventure” emphasised the power of collaboration, particularly with account managers. This approach underscored the value of open communication and teamwork in resonating with the audience.
Brands should cultivate such partnerships, ensuring that strategies are cohesively aligned with audience expectations.
Just like Gus Viegas, Head of Growth for Lessmore emphasised the importance of open collaboration. By simply sharing priorities and challenges with account managers, brands can brainstorm and devise strategies that resonate with the audience and deliver impactful results.
4. Target with Precision to Amplify Impact
The meticulous focus on iOS users in the “Eatventure” campaign demonstrated the significance of precise targeting. By understanding and catering to specific audience segments, brands can amplify their campaign’s impact. It’s essential to invest in detailed audience research and tailor campaigns accordingly.
5. Dive Deeper into Engagement Metrics Beyond Numbers
Beyond mere statistics, the “Eatventure” campaign prioritised genuine community engagement. This approach highlighted the importance of looking beyond numbers to gauge success. Brands should strive for quality interactions, nurturing genuine relationships with their audience.
6. Leverage TikTok’s Global Appeal for Wider Reach
By expanding its reach globally, “Eatventure” tapped into TikTok’s diverse and vast user base. This strategy emphasised the platform’s universal appeal. Brands should recognize and harness this global potential, crafting campaigns that resonate across diverse cultures and regions.
7. Continuously Refine Your Monetisation Strategies
The evolution of “Eatventure’s” monetisation focus from app installs to in-app purchases showcased the need for adaptability in revenue strategies. Brands should regularly assess their monetization approaches, ensuring they align with current audience behaviours and platform trends.
8. Prioritise Authenticity for Genuine Connections
The emphasis on genuine UGC-style content in the “Eatventure” campaign highlighted the power of authenticity on TikTok. Brands must craft content that genuinely resonates, fostering authentic connections with the TikTok community, rather than pushing overtly commercial messages.
We hope that you found this TikTok game app case study insightful and informative.
Ready to harness the power of TikTok for your game app? If you’d like to work with us contact us here. If you’d like to get your free campaign proposal today, learn more about our game app marketing services here.
Why TikTok For Mobile Game App Marketing?
TikTok predominantly caters to a younger demographic, characterised by their zest for exploration, engagement, and self-expression. This youthful dynamism makes them more open to trying new apps and games, presenting a golden opportunity for marketers.
TikTok is a dynamic space where brands can genuinely connect, engage, and resonate with a vast and active audience. Here’s why TikTok Marketing should be on your radar.
- Rapid Growth: TikTok boasts over 1 billion monthly active users worldwide. More than just a number, this indicates a vast, untapped audience ready to engage.
- Youthful Curiosity: Beyond mere entertainment, TikTok users are on a discovery journey. Their innate curiosity makes them more receptive to new experiences, including exploring new apps and games.
- The FOMO Factor: The psychology of young TikTok users is driven by FOMO (Fear of Missing Out) and a strong desire for self-expression. If an app or game resonates with their identity or offers a unique experience, they’re more likely to engage.
- High Engagement Rates: Users spend an average of 56 minutes per day on TikTok. That’s almost an hour of potential touchpoints for your app or game.
- Beyond Entertainment: 52% of TikTok users say they discover new products on the platform. The next product should be yours! Several brands have successfully harnessed the unique benefits of TikTok, including one of our clients “Dragon City”. Check out our Dragon City TikTok Gaming Case Study, to gain additional insights on maximising TikTok’s potential for your app through entertaining content.
- Authentic Content Drives Engagement: On TikTok, genuine stories outperform polished ads every time. Our campaigns that embraced authenticity usually perform better than promotional content. It’s clear: TikTok users don’t just want content; they want what’s real.
- Trending Challenges Amplify Reach: Jumping on a trending challenge isn’t just fun—it’s strategic. One of our app promotions tapped into a trending challenge and saw a staggering 300% increase in app installs within two days. On TikTok, being part of the conversation translates to tangible results.
- Digital Behavior is Evolving: Young users are reshaping their online habits, and TikTok is at the forefront of this change. Even tech giants like Google are adapting, influenced by TikTok’s unique approach. Don’t just take our word for it; a Wired article delves into this very shift.
In the end…
From our hands-on experience at House of Marketers, we’ve realised that marketing on TikTok is crucial for user acquisition. The key to a successful TikTok campaign is understanding the platform’s unique dynamics and its audience. With these strategies in hand, you’re well-equipped to craft a campaign that not only achieves metrics but also creates a lasting impact.
At House of Marketers, we’re here to guide you on this journey, leveraging our insights and expertise to craft app marketing campaigns that not only achieve metrics but also create a long-lasting brand impact on your bottom line.
House of Marketers (HOM) is a leading TikTok Marketing Agency. Our global agency was built by early TikTok Employees & TikTok Partners, which gives us the insider knowledge to help leading brands, like Redbull, Playtika, Badoo, and HelloFresh win on TikTok. Want us to convert more of Gen Z and Millennials with TikTok? Get in touch with our friendly team, here.