Upland, the innovative mobile metaverse that blends real-world locations with blockchain technology, has expanded its user base by partnering with TikTok. Upland offers a unique experience where players build virtual empires by acquiring, trading, and managing properties linked to real-world addresses.
With over 3,000,000 registered users and about 30,000 daily active players, TikTok also sees the value in partnering with unique Web3 platforms. In a detailed article on there official site TikTok outlined the campaign.
Identifying TikTok as a Key Platform
Recognizing the potential of TikTok to attract high-quality, engaged users, Upland launched a strategic campaign to reach a new audience of potential players.
TikTok’s vibrant gaming community makes it an ideal channel for drawing in users likely to invest both time and resources into the game.
Upland’s TikTok campaign kicked off in the US, its primary market, using Mobile App Installs to reach relevant users. They targeted game registration as an objective, which proved cost-efficient for their objectives
Initially, Upland produced ads native to the TikTok feed, adhering to the platform’s best practices. However, as these creatives quickly began to burn out, Upland shifted its approach, incorporating more user-generated content (UGC)-like elements into their ads. Leveraging the TikTok Creative Challenge.
Expanding to New Markets
Aiming to expand beyond English-speaking markets, Upland identified Brazil and Spanish-speaking countries in LATAM as key targets. To effectively engage these new audiences, Upland utilized the TikTok Creative Exchange (TTCX) to create high-performing ad creatives tailored for TikTok. Upland localized content by using a map of São Paulo to appeal to Brazilian users.
The Results
The creative campaign unlocked new Spanish-speaking markets and significantly increasing the flow of new users by more than 45 times.
In response to this success, Upland quadrupled their investment in the US and significantly increased spending in both new and established markets.
By leveraging TikTiok, Upland not only enhanced its campaign performance but also successfully attracted a highly engaged, long-term user base, setting a new standard for engagement in the web3 metaverse.
Bridging Web2 Audiences with Web3 Technology
One of the interesting aspects of Upland’s collaboration with TikTok is its potential to bridge the gap between Web2 and Web3 audiences, something Upland has been consistently doing since the inception of its platform.
By leveraging TikTok’s massive user base and easy user onboarding, Upland introduces the concept of blockchain and NFTs to users who might be unfamiliar with these technologies.
This seamless integration allows TikTok users to transition smoothly into the Web3 space, experiencing the benefits of true digital ownership and virtual economies without the steep learning curve.
By making Web3 concepts accessible and engaging, Upland is at the forefront of mainstream adoption of blockchain gaming.
Following on from their recent launch of $SPARKLET in major exchanges it will be fascinating to follow the Upland journey as it continues to grow.
