INGRAD: Advertising campaign for mobile games

How we attracted new audience through an online mobile game.

new users per day

51 000

unique visitors

Picture advertising campaign for mobile games banner 1

The goal:

Get new leads at a low cost and attract the attention of the audience.

Tools:

1.
Targeted advertising on Facebook and Instagram
2.
Google Ads

Tasks:

1.
Get away from the standard ways of promotion that exist in the market
2.
Generate engaging outreach
3.
Increase brand awareness
4.
Add new leads that are interested in the INGRAD brand for further interaction in other digital channels

new users per day

51 000

unique visitors

Picture advertising campaign for mobile games banner 2

How we did it

Analysis

When we talk about mobile gaming, we talk about the quality of the visual component, the usability of the interface, and performance. Before offering the client a solution, UWP Digital audited the current promotion strategy.

At that time, 50% of the advertising budget was being spent on branded queries, which was not contributing to revenue growth.

Our actions

We tested various ideas, including targeting specific categories of apps and apps with strict gender segmentation (period trackers, fitness for young women or sports predictions, various shooters, and racing games). At launch, the frequency of impressions per unique user was set at once a day, but as the campaign progressed, we reduced it.

Together with the client, we transformed the qualities of the product into a higher matter — emotions. We relied heavily on dynamic creatives that showed characters in difficult situations where they had to make a decision that would affect their lives and the story of the game.