Mattel163 x fanbytes

How we used TikTok to drive THOUSANDS of installs for Mattel163’s new mobile game.

76K+

clicks

11.5K+

installs

15.2%

cvr

The client

Platforms Tiktok

Services Influencer marketing, social creative

Territory UK

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.

The challenge

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.

The solution

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.

The results

Top 100 Grossing Game

76K+

clicks

11.5K+

installs

15.2%

CVR

  • Our campaign drove a massive 76,128 clicks to the mobile app – resulting in 11,581 conversions on the US side of the activations.
  • The overall conversion rate for the campaign was 15.21%, with some creatives even reaching a spectacular 24%!
  • We successfully managed to tap into the target audience, with 55.29% of conversions coming from females (44.71% from males).
  • We also managed to keep CPIs low at $3.03 – $0.25 cheaper than their Facebook activity – helping to prove the value and ROI of TikTok as a marketing channel.
  • Our campaign helped Mattel163 to build a huge audience of users and fans for Phase 10: World Tour, with the game now amongst the Top 100 Grossing on the iOS App Store.

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