CASE STUDY: My Singing Monster

From Monster Cosplay to Viral Dance Moves: How My Singing Monsters Took Over TikTok

28K+ Clicks

CASE STUDY: My Singing Monster

From Monster Cosplay to Viral Dance Moves: How My Singing Monsters Took Over TikTok

28K+ Clicks

10 Influencers

2+ Million Views

28K+ Clicks

May 2024

2+ Million Views

28K+ Clicks

May 2024

10 Influencers

The Challenge

To boost installs across iOS and Android, My Singing Monsters set out to go viral on TikTok—targeting a younger, trend-savvy audience. The challenge wasn’t just awareness—it was downloads through entertainment. In a sea of mobile games, we needed to make monster collecting feel fun, shareable, and uniquely TikTok. The goal? Hit 2 million views while turning scrolls into installs through content that was authentic, musical, and made to trend.

The Solution

We partnered with 10 TikTok creators across the UK and USA—each bringing unique flavor to the campaign through content in family, couple, animal, dance, and comedy niches. The aim was to create content that felt organic, playful, and deeply tied to TikTok’s trend culture, all while showcasing the best of the My Singing Monsters universe.

Each creator received a tailored brief encouraging them to integrate the app into their content through:

Monster-themed dance challenges using the game’s quirky music

Cosplay and dress-up skits mimicking their favorite monsters

Family and couple participation to increase relatability and shareability

Sing-alongs and musical duets inspired by the game’s interactive sound design

The strategy emphasized fun-first creativity, not gameplay tutorials—turning the game into a TikTok-native experience rather than an ad.

Every video included clear CTAs to download via iOS and Android, ensuring performance metrics were tied to installs.

By tapping into a cross-niche creator pool, we ensured broad appeal across multiple audiences, proving that monster music is for everyone—not just gamers

The Results

The campaign surpassed its primary goal by 19%, hitting 2.39 million total views and generating 28,560 clicks—contributing significantly to app downloads across both iOS and Android.

Creators like those in the family and couple content space drove strong engagement, while dance and comedy creators brought visual flair and virality to the game’s musical DNA. Monster-themed dress-ups, dances, and skits turned into bite-sized entertainment that viewers wanted to engage with—and share.

Key success drivers included:
👾 Monster cosplay and trend-led dances that boosted watch time and shares

👾 Clear download CTAs that turned interest into action

👾 Content that aligned with TikTok’s algorithm and user behavior

👾 Viral UGC ripple effects, as fans began recreating and remixing content

The campaign showed that authentic, niche-friendly creativity can turn an app into a moment—and a movement. By letting creators play, sing, and move with My Singing Monsters, we transformed a mobile game into a TikTok-native viral experience.

This wasn’t just a marketing win—it was a user acquisition success story powered by fun, music, and the right creator voices.