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This case study is comprised of work completed by Matt Edwards whilst employed at Jagex
what did They need?
what did They need?
Jagex was coming in to a new era with Old School RuneScape having recently launched on Mobile, and so we were tasked with increasing the number of current players, whilst ensuring the cost of the campaigns did not exceed the revenue generated.
Our goal was to drive a ROAS positive campaign across Mobile and Desktop devices.
What did we do?
What did we do?
Through Mobile and Desktop focussed campaigns, across core platforms Facebook and Instagram, we planned and executed campaigns that focussed on targeting lapsed players. Through embedded pixels we were able to generate unique audiences retargeting users who had stopped playing, and with clear and interesting creative assets we were able to create campaigns focussed on generating interest back in the game.
Additional work was completed on ASO (App Store Optimisation) to enable higher conversion rates across the mobile stores, and through A/B testing we saw great improvements across mobile results.
What did we learn?
What did we learn?
Retargeting audiences brings in a strong conversion rate with the right videos, copy and targeting. With strong platform knowledge these audiences can be built in a very effective way.
Additionally creative execution is core part of generating a strong campaign. Building video and media in a way that is interesting and highlights core aspects of the game in the first portion of the asset makes the targeting and platform work much more effective.
Want to Know more?
Want to Know more?
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