Submitted by NewGen

Clash of Clans | A clash of creativity

NewGen worked with TikTok on a music-led Clash of Clans campaign for Supercell that the agency reports drew 59M+ Total Impressions across two movements.

+17%VTR
7K+total comments
59M+total impressions

Case in 60 seconds

Clash of Clans needed to reach a new audience on TikTok, a platform organised around music and sound rather than around gameplay footage, which is the condition the page puts around the whole campaign.

The campaign appears to turn on the game already carrying recognition through its sounds and music, because that gives a gaming title a native way into a platform where audio, rather than category interest, is what carries content to new viewers.

NewGen framed the work as a clash of creativity, blending Clash of Clans with the rhythm and pulse of music into a campaign structured in two distinct movements rather than a single burst of creator posts.

The opening act ran a handpicked ensemble of TikTok influencers making content the agency describes as authentic, and the campaign then used the TikTok Duets feature so users added their own layers to the musical theme.

NewGen reports a 17% VTR (1000% above benchmark), 59M+ Total Impressions and 7K+ Total Comments, with no period, market or spend attached to any of the three figures.

Strategy Breakdown

The primary strategy-learning section — interpretation, not a press-release summary.

A new audience for Clash of Clans on TikTok, reached through the sounds and music associated with the game.
Gaming campaigns on TikTok compete with a feed organised around music rather than around games, so the page's route in was the game's own audio recognition rather than its gameplay.
Based on the available evidence, an established title has to find new players outside its existing community, which the page addresses by framing the work as reaching a new audience rather than rewarding the current one.
Clash of Clans supplied the theme that creators and users built on, which positions the brand as the starting material for the chain reaction rather than the subject of the content.
The Duets mechanic assumes people respond to music by adding to it, so the campaign appears designed to invite layers from users rather than to hold their attention through a single view.

Creative & Execution System

Assets & channels

  • TikTok
  • Duets
  • influencer content

Partners

  • NewGen (lead_agency), TikTok (platform_partner)

Participation mechanic

  • TikTok Duets, where users added their own layers to the campaign's musical theme and passed it on as a chain reaction.

Creator role

  • handpicked ensemble of TikTok influencers

Results & Evidence

MetricValueResult type
VTR17% VTR (1000% above benchmark)performance
total comments7K+ Total Commentsengagement
total impressions59M+ Total Impressionsimpressions

Why NewGen's strategy worked

  1. 1

    A game with existing audio recognition can enter a music-led platform through sound rather than through gameplay, which gives the creator content a reason to sit inside the feed instead of interrupting it.

  2. 2

    Building the second movement on Duets converts audience attention into audience output, and the 7K+ Total Comments the agency reports reads as evidence that the mechanic produced response rather than reach alone.

  3. 3

    Casting a handpicked ensemble rather than buying scale suggests selection was made on fit with the musical theme, because a chain reaction only starts where the opening content is close enough to the format for others to answer it.

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