Smillage’s Catwalk Beauty Sees 30% Lower CPI on Snapchat


lower CPI vs other platforms


higher CTR through a one month testing period on Snapchat


higher 24-hour retention rate vs other platforms

The Story

Smillage, a fast growing mobile hyper-casual gaming company founded in 2019 with the mission to develop fun games that entertain every player, worked with Snapchat to test Snap Ads and Story Ads to reach generation Z females based in the United States for their popular game, Catwalk Beauty. A game in which players have the opportunity to select outfits for Catwalk Models in order to win the Queen Competition.

The Solution

Smillage worked with Baidu’s Mediago ad platform, to try Snap Ads and leverage location based targeting and Snapchat Lifestyle Categories (SLC) to reach their key audience. 

They also tried Story Ads, in efforts to increase engagement with well-designed creatives educating users about various types of catwalk themes, such as red carpet and nightclub, as well as share how to become the queen and win!

The Result

By testing Snap Ads and Story Ads, Smilage found that the acquisition cost of acquiring high-value users in the United States was 30% 1 lower CPI compared to other platforms. Through a month testing period leveraging Snapchat’s machine learning, Smilage has seen a 29% 1 higher CTR. Based on these results, Smillage plans to continue testing more ad formats in the future for Catwalk Beauty, and promote other casual games via Snapchat.

"Snapchat is absolutely one of our new user acquisition channels in the United States, as Snapchat’s audience base has perfectly fitted with our female players who love to play dress up games."

- Zhengchao Lu, CEO, Smillage 

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1 Client Internal Data from AppsFlyer, May 11, 2021 to June 10, 2021