H2bet’s move was spot-on: by placing Day 0 (D0) as the core objective of the strategy, the brand saw both the volume and value of first-day deposits rise significantly.
The achievement reflects a combination of intelligent strategy, applied creativity, and meticulous execution — factors that allowed the brand to stand out in a highly competitive environment and in one of the most influential platforms among young, digitally connected audiences.
According to the published case, the campaign used Smart Performance and Smart Target ROAS, advanced TikTok solutions designed to optimise delivery and maximise return on investment.
These technologies enabled H2bet to reach highly qualified users, enhancing performance across all key metrics. The strategy was built around user behaviour, leveraging TikTok’s native language and creative formats that drive organic engagement.
The result was a campaign that not only expanded brand reach but also generated direct impact on conversion and retention metrics.
The solution: Focus on D0
TikTok has a solution designed precisely for H2bet’s objective — actually, a combination of them.
The first is value-based optimisation (VBO), key to directing ads toward users with a higher likelihood of generating high-value purchases — or, in H2bet’s case, higher first-deposit values.
The second is the tROAS D0 (Day-0 Target ROAS) strategy, built to generate high-value conversions from day one. Along with the “Highest Value” option, the tROAS model is a bidding strategy available only with Smart+ in app campaigns using VBO.
The D0 ROAS objective focuses on keeping cost and volume balanced, generating high-value conversions from the very first campaign day. It delivers results aligned with CPA and ROAS goals, improves predictability, attracts more qualified players, and accelerates return on investment — exactly what H2bet needed.
But the brand didn’t go all-in at once. Before fully adopting the new bidding strategy, it launched two parallel campaigns to test efficiency and effectiveness — both using Smart+ for automated setup, targeting and optimisation.
- Campaign A: VBO + Highest Value bidding
- Campaign B: VBO + tROAS D0
No surprise — the second strategy was the clear standout.
Results: More efficiency and effectiveness
H2bet’s strategic move proved to be the right call. By focusing on Day 0, the brand saw a sharp increase in both first-day deposits and their value.
Numerically, the cumulative in-app purchase value from users reached through the tROAS D0 campaign was three times higher than that of users acquired via the Highest Value strategy during the final week of testing.
And it achieved this with an exceptionally competitive CPA — 59% lower in the same period.
The strong results encouraged the brand to accelerate its TikTok growth plans, doubling its advertising investment to continue acquiring new users.
TikTok has the potential to connect brands to audiences of all kinds — and with the right strategy, it can become a key driver in expanding any app.
A historic moment for Brazil’s betting sector
For the sports-betting market in Brazil, this recognition is historic.
It positions H2bet as a benchmark in digital marketing and innovation, while also highlighting TikTok’s openness to projects from the sector — provided they follow platform guidelines and uphold responsible communication.
With this pioneering case, H2bet reinforces its ability to lead market trends, proving that well-structured strategies — supported by technology, creativity, and deep audience understanding — can elevate advertising in the betting segment to a completely new level.
Source: GMB
