Product Madness TikTok Campaign

One of the constant main objectives for us here at Product Madness is to reach different audiences and unplumbed demographics for our games portfolio, but the standard social media platforms weren’t offering the right growth curves, and weren’t accordant with our fast-moving objectives. We needed a new partner to help drive quality traffic, while delivering a strong return on ad spend.

We identified TikTok as an advantageous platform, with its swift growth, record amounts of user engagement, and strategy that aligned with ours. TikTok’s demographics are highly desirable, 60% of users are aged 16-24, with another 26% falling between 25-44, both of these age ranges have a great deal of mileage in terms of impact and engagement.

We challenged our creative network of 300 influencers to deliver new, creative advertising content, resulting in triple the amount of new creatives, per ad, per week for the company to use on TikTok with advertising and boost spend behind it.

We adapted our creative style to the TikTok look and feel to be more native in accordance with the platform's best practices. In order to see which ads worked the best, they set up a clear testing method using Android campaigns.

TikTok Ads Manager was used to set up and run our own ad campaigns for games Heart of Vegas, Cashman Casino, Lightning Link Casino and Mighty Fu Casino, with the main focus of converting installs into depositing users. The ad creative featured an enthralling glimpse of real gameplay and a strong call to action, driving users towards the app.

Eventually, we went "all in" with TikTok products, and pioneered a new product - the App Profile Page. This was designed to offer users an enriching experience with relevant app info, and for clients to drive better conversions under iOS 14 through collecting more onsite signals. Working closely with the product team and joining the Alpha tests, they were able to launch new types of campaigns throughout the year. Using these strategies to fuel rapid growth has led to TikTok being the No. 1 channel for iOS14 activity.