Herocraft
Attracting active users to the game application
Type
Casual
GEO
Tier 1, US
Hard KPI
CPI not higher than $2 for 2 geos
Goal
To increase MAU from 10,000 to 200,000 in 3 months
<$2
CPI (completed KPI)
230.000
MAU in 3 month
x3
In-app Purchases
Solution
For promotion, we offered channels: Facebook, TikTok, Getloyal, Google — The most attractive countries within Tier 1 were Germany, the US and the UK. We used more than 100 creatives at the start of the advertising campaign
For the client’s app, Facebook was the highest quality traffic source. As a result, the budget distribution was as follows:
40%
20%
TikTok
20%
20%
GetLoyal
Stages of work
01
The general creative idea for the advertisements was to show the most “delicious” parts of the gameplay as fully as possible, because gameplay is a key feature of the game
02
We launched a soft launch. We started with low target bids and gradually increased the impression price until we reached the required volume of traffic
03
For 2 weeks, A/B testing was carried out to identify the most effective creatives. We experimented with color, pictures, soundtrack, CTA, etc. We have developed over 100 ad creatives
04
Through the GetLoyal platform, we launched retargeting to the audience that reached the 20th level in the application. Re-engagement was cheaper than buying new traffic. Achieved a CPI of $ 1.32
Duration: 3 month
Achieved a CPI of $ 1.32
Facebook was the highest
quality traffic source
More than ad 100 creatives
Creatives
Features
Through TikTok, the least number of purchases in the game are made, while the Engagement Rate is much higher than other traffic sources, both for RU and Tier 1 countries. The aggregate CPI for the channel was $ 1.65
Google managed to attract a large volume of installs, but the quality of traffic was the lowest
We have prepared a special offer for retargeting through Getloyal, which we put in deep links. Upon returning to the game, users were prompted to purchase in-game items at a very competitive price. Analytics showed that such kits kept the audience in the application for 3-4 months, and CR per purchase doubled
The audience attracted through Facebook was the most expensive, but also more solvent. The aggregate CPI for the channel was $ 2.5. This indicator suited the client due to the fact that such users, according to the client’s internal analytics, will have LTV above $ 2.5 and ROAS of 30 days more than 80
Results
of work
The most attractive countries within Tier 1 were Germany, the US and the UK. Facebook was the highest quality traffic source
<$2
CPI
230.000
MAU in 3 month
x3
In-app purchases
>100
Сreatives developed
