Web3 games have gained immense popularity with the increasing adoption of blockchain technology. Upland, a thriving Web3 game and parallel multiverse with a vast user base, recently stood out in the realm of TikTok marketing. Rather than facing the common challenge of reaching the desired audience, Upland strategically utilized TikTok to achieve remarkable results.
Upland, known for its digital economy-building focus, witnessed a substantial surge in user engagement by 45 times and managed to decrease its cost per purchase by 1.7 times, marking a significant success in its marketing endeavors.
The Impact of TikTok
In the landscape of Web3 gaming, reaching the target demographic poses a significant hurdle for many companies. With over three million users, Upland found its solution in leveraging the power of TikTok. The game, which allows users to construct virtual realms connected to real-world addresses, attracted attention as TikTok highlighted it as a standout success story.
Upland has garnered a substantial user base of over 30,000 daily active participants. Players engage in various activities within the game, such as trading and manufacturing, to enhance their in-game economies. Notably, Upland secures gaming item ownership on the blockchain through non-fungible tokens (NFTs), ensuring tangible ownership for players.
Partnership and Expansion
A pivotal partnership with Tilian Inc., the minds behind Second Life, enables Upland players to monetize their virtual properties for real-world currency. While this feature is currently limited to a select few, it signifies a progressive step towards merging virtual and tangible assets.
Despite being rooted in the Web3 realm, Upland's appeal extends beyond blockchain enthusiasts. As a result, crafting effective marketing strategies to engage non-blockchain users is paramount. TikTok emerged as the ideal platform for Upland to bridge the gap and reach a broader audience.
Unveiling Success
Upland's primary market in the US witnessed targeted marketing initiatives on TikTok US. Initially employing App Event Optimization and Mobile App Installs tools, Upland soon realized the need for a more expansive approach.
The introduction of the TikTok Creative Challenge proved instrumental in diversifying and enhancing content creation, thereby elevating campaign performance. Transitioning from English to Portuguese and Spanish creatives facilitated a deeper connection with the Latin American market.
Upland harnessed the TikTok Creative Exchange (TTCX) to collaborate with creative experts, shaping native-looking ad videos. This platform was particularly advantageous in catering to the rich cultural tapestry of LATAM.
The outcomes were profound. Upland discontinued its reliance on other marketing channels due to the exceptional success achieved through TikTok. User engagement in LATAM surged by 45 times, while the US market saw a significant reduction in cost per install and purchase. These remarkable results underscore the effectiveness of TikTok as a potent marketing tool for Web3 companies.
