Mattel163 is a joint venture between global toy giant Mattel and Chinese internet giant NetEase.
They produce and publish mobile games based on the iconic toy IPs created by Mattel; their game UNO! has achieved over 80 million downloads worldwide.
Mattel163 needed to generate mass awareness and engagement for their new mobile game, Phase 10: World Tour.
They came to Fanbytes for a strategy that would help them replicate the same level of success they had with UNO!, putting Phase 10 right at the forefront of digital gameplay.
Using our award-winning TikTok tool, ByteSights, we developed a strategy that would get Phase 10: World Tour in front of their target audience with the goal of driving a high number of installs.
We collaborated with top influencers from our Talent Management arm, Bytesized Talent, as well as influencers from our wider network, to develop creatives that we knew would convert. These included tapping into the ‘Barbie’ and ‘Magic Bean’ events, as well as a series of skits and sketches that reflected the type of content these audiences tended to engage with. Throughout, we worked closely with the Mattel team to ensure these were fully brand safe and in line with their values.
To get as much out of the budget as possible, we created a highly detailed spending and targeting strategy to keep CPIs low and results high. We also split tested different creative approaches to build insights and continuously test, learn and adapt. Throughout, we used TikTok ads to get millions of eyeballs on the content.