Case Study: Optimizing TikTok Ad Spend Performance
When it comes to running digital ads for your VR game, maximizing ad spend isn’t just about getting impressions—it’s about meaningful engagement, strong conversions, and consistent optimization. Our TikTok campaigns referenced below for Frenzy VR and its sequel Frenzy Extinction provide a blueprint for how to fine-tune ad campaigns for success. By leveraging creative A/B testing, a mix of in-house and influencer-driven content, and constant optimization, these VR titles saw remarkable results in both engagement and conversions.
Campaign Overview: Frenzy VR and Frenzy Extinction
The campaigns launched in September 2024 were designed to serve two distinct goals:
Frenzy VR General Ad Campaign: Rekindling interest in the original title.
Frenzy Extinction Launch Campaign: Driving new players to the sequel while maintaining synergy with the prequel.
Key Campaign Data
Frenzy VR Campaign
Budget: $7,821.77
Impressions: 1.79M
CTR: 2.00%
Conversions: 26,172
CVR: 1.46%
Frenzy Extinction Campaign
Budget: $13,813.17
Impressions: 2.91M
CTR: 2.16%
Conversions: 46,126
CVR: 1.58%
Testing Over 30 Ad Creatives
We tested 30 unique ad creatives during these campaigns to determine what resonated most with TikTok’s audience. This robust A/B testing process allowed the team to identify top performers and eliminate underperforming ads quickly.
The campaigns tested a range of concepts, from high-energy gameplay clips to influencer-driven content, with a clear focus on gameplay mechanics, community-building features, and fun, relatable themes. Below are the top performing creatives that delivered exceptional results:
Full Breakdown of Top-Performing TikTok Creatives
Here’s an in-depth analysis of the top-performing TikTok ad creatives for Frenzy VR during this time. Each creative was carefully designed to capture attention, showcase gameplay, and drive conversions. The results of these ads offer valuable insights into what resonates with the TikTok audience.
1. FVR | Thicc
Ad Copy / Post Caption:
Is this mod a W or L? #frenzyvr #vr #oculus #quest2 #vrgaming #gaming #virtualreality #gametok #vrtok #fypage #dev #quest #fyp #vrgame #4u #vrmeme #vrfun #rage #vrfunny #vrshootergame
CTAs:
Take a look, Follow us now, Subscribe now, Experience now, Install now, Play game, Download, Interested, Visit store, Watch now, View now, Read more, Learn more
Clickthrough Destination:
Impressions: 216,137
CTR (Click-Through Rate): 2.32%
CVR (Conversion Rate): 1.40%
Conversions: 3,017
2. FVR | Knives Stick
Ad Copy / Post Caption:
Have you used Hunter’s knives yet? #frenzyvr #vr #oculus #quest2 #vrgaming #gaming #virtualreality #gametok #vrtok #fypage #dev #quest #fyp #vrgame #4u #vrmeme #vrfun #rage #vrfunny
CTAs:
Take a look, Follow us now, Pre-order now, Experience now, Install now, Play game, Download, Interested, View now, Read more, Learn more
Clickthrough Destination:
Impressions: 76,775
CTR: 2.67%
CVR: 1.77%
Conversions: 1,358
3. FVR | Mod Menu
Ad Copy / Post Caption:
Replying to @Dwight Mcmessi What mods do you want to see in Frenzy VR? If you’re a modder, dm me! #frenzyvr #vr #oculus #quest2 #vrgaming #gaming #virtualreality #gametok #vrtok #fypage #dev #quest #fyp #vrgame #4u #vrmeme #vrfun #rage #vrfunny #vrshootergame
CTAs:
Take a look, Follow us now, Pre-order now, Experience now, Install now, Play game, Download, Interested, View now, Read more, Learn more
Clickthrough Destination:
Impressions: 4,138
CTR: 2.01%
CVR: 1.21%
Conversions: 50
4. FVR | Followers Celebration
Ad Copy / Post Caption:
What country do you represent? #frenzyvr #vr #oculus #quest2 #vrgaming #gaming #virtualreality #gametok #vrtok #fypage #dev #quest #fyp #vrgame #4u #vrmeme #vrfun #rage #vrfunny #quest3
CTAs:
Take a look, Follow us now, Pre-order now, Experience now, Install now, Play game, Download, Interested, View now, Read more, Learn more
Clickthrough Destination:
Impressions: 11,245
CTR: 3.05%
CVR: 1.04%
Conversions: 117
Key Takeaways from the Top Creatives
The top-performing ads shared several commonalities:
Clarity of Gameplay Mechanics: Viewers want to know what makes your game fun and unique. Fast-paced action, humor, and customization features were strong drivers of engagement.
Strong Calls to Action (CTAs): Successful ads included clear and direct CTAs, encouraging viewers to visit landing pages or download the games.
Dynamic Visuals: High-energy clips showcasing multiplayer features or over-the-top gameplay mechanics helped capture attention quickly.
Balance Humor and Mechanics: Ads like FVR | Thicc and FVR | Knives Stick balanced humor and gameplay mechanics to great effect. This dual approach drives both engagement and conversions.
Showcase Multiplayer and Social Features: Creatives that highlighted the community and competitive aspects of Frenzy VR appealed to players who value interaction.
Leverage Customization Options: Niche creatives like FVR | Mod Menu tapped into the desire for control and personalization, which resonates strongly with certain segments of gamers.
Optimize for CTR and CVR: Testing over 30 creatives allowed us to identify the right balance between CTR (capturing attention) and CVR (driving action).
Importance of Constant A/B Testing
Testing over 30 creatives was critical to discovering what worked. This process revealed some surprising insights, such as:
In-house content often outperformed influencer-driven videos in driving CTR and CVR due to their direct focus on gameplay.
Humor-based and customization-focused ads resonated strongly with TikTok’s audience, driving engagement and conversions.
Ads that focused on unique gameplay mechanics consistently achieved higher engagement metrics.
By constantly optimizing and refreshing creatives, Clique Games was able to avoid ad fatigue and sustain high performance throughout the campaigns.
Ad Spend Optimization
Frequency and daily spend were carefully managed to maximize efficiency:
Frenzy VR: $300/day on weekdays, $450/day on weekends.
Frenzy Extinction: $500/day steady spend.
Spending above these levels resulted in diminishing returns, underscoring the importance of finding and sticking to optimal spending thresholds.
Impact on Sales and Rankings
The campaigns not only drove engagement but also significantly boosted sales and user acquisition:
Frenzy VR: Sales increased by 35%, with a surge in daily active users.
Frenzy Extinction: Achieved a 50% increase in daily active users post-launch, cementing its status as a highly successful sequel.
Both titles broke into the top 50 best-selling VR games on Meta and Steam, creating a virtuous cycle where increased visibility drove more organic traffic, further boosting campaign ROI.
Lessons Learned: Tips for TikTok Ad Success
Test Relentlessly: Use A/B testing to determine which creatives work best for your audience. Testing over 30 creatives ensured we found the most effective ads.
Mix Content Types: Combine in-house gameplay clips with influencer-driven content for a balanced strategy.
Emphasize Gameplay Features: Highlight unique mechanics or community features to stand out on a crowded platform.
Optimize Spending: Identify optimal daily spend thresholds to maximize ROAS without overspending.
Rotate Creatives Regularly: Avoid ad fatigue by introducing fresh content when frequency approaches 2.5+.
Conclusion: Optimizing TikTok Ad Campaigns for VR Games
By blending creative experimentation with disciplined ad spend management, TikTok campaigns can drive incredible results for VR titles. From humor-filled gameplay clips to in-depth showcases of game mechanics, every element of these campaigns was designed to captivate TikTok’s unique audience.
