Case Background
Domestic well-known game company XD Inc. has rich experience in game development and operation. Its game "Tuke" is a survival shooting mobile game focusing on multiplayer competition mode. Since its launch in China in 2017, it has achieved over 100 million downloads and has long ranked among the most popular games on TapTap. In 2020, the Southeast Asian mobile game market grew by more than 30%, becoming the fastest-growing mobile game market in the world. Facing a fiercely competitive environment, quickly attracting the attention of core players and general entertainment users in Southeast Asia, effectively enhancing brand awareness, and boosting game downloads are the main goals of this overseas marketing campaign for "Tuke".
Solution
To achieve its marketing goals, XD Games simultaneously launched a brand challenge in five Southeast Asian countries: Indonesia, Malaysia, the Philippines, Thailand, and Cambodia. Targeting two main groups—core game players and general entertainment users—two interactive formats closely aligned with the humorous and quirky style of "Tuke" were designed. Whether dancing with game characters or recording actual gameplay, these activities sparked deep interaction between players and the brand, boosting downloads and enhancing overseas brand marketing effectiveness.
In addition, to better localize marketing in Southeast Asia, XD Inc. leveraged multiple channels such as TikTok Creator Marketplace to invite nearly a hundred TikTok creators from different vertical backgrounds and with various follower levels to collaborate. Through the comprehensive influence of top and mid-tier creators, the campaign broadly reached gaming enthusiasts and general entertainment user groups, sparking native viral dissemination.
Marketing Results
With the help of TikTok's influence in the Southeast Asian market, "Tuke" quickly built up its brand awareness. The dual-track audience interaction approach and localized hit music drove the total topic views to over 3.01 billion, corporate account followers increased by 248,000, and the average user-brand engagement rate reached 11.1%, effectively driving the growth of "Tuke" downloads.
