CAMPAIGN OBJECTIVE

To get as many unique users who will add cash amounts in high values while playing fantasy cricket on the App, while also maintaining a steady conversion costs across 4 step conversion funnel

STRATEGY

Given the extreme craze around the India Premiere League of 2021, Gamezy took to promoting it’s fantasy cricket game across various channels, enticing users to create their own teams and play to win! Basis the schedule of actual matches at the IPL 2021, we promoted customized assets for the respective matches using a multilingual marketing approach along with asset customization on Facebook, Instagram and Premium Publishers using the power of programmatic via DV 360.

WHAT WAS OUR
APPROACH TO FACEBOOK?

Targeting the audiences that fall under the demographics of contest players, cricket lovers, gaming enthusiasts, OTT app users, food enthusiasts and more.

Lots of customized audiences and their lookalikes were also used to target high intent audiences.

Customized asset placements for static creatives and videos ranging from animated to production based videos of different durations and sizes.

Creatives customized for each match, which were then edited day on day for best results

AN IN-DEPTH
CREATIVE ANALYSIS:

Static creatives have performed better in comparison to Videos spending 70% of the overall budgets with a Cost Per Add Cash that was 20% lower than the Cost Per Add Cash of Videos.
The Static creatives worked 24% better for us than the video even though both of the assets spent around the same amount.

In terms the multilingual route, English creatives contributed around 60% of the total conversions while Hindi contributed around 30%

A thorough breakdown of best performing Age groups, platforms & placements and Geo enabled us to strengthen the targeting further more.

A creative refresh showcasing various communication routes was executed over every 7-10 days to increase CTRs and lower the cost of acquisition.A creative refresh showcasing various communication routes was executed over every 7-10 days to increase CTRs and lower the cost of acquisition.

A systematic deep dive of the data using Google Data Studio made sure that only the best-performing ad campaigns, creatives, languages were scaled up leading to best results.

WHAT WAS OUR
APPROACH TO DV?

Strategy
Creating brand awareness during India’s largest cricketing event - IPL
Running display and youtube campaigns for performance as an always on activity

Ad Formats and Creatives
Video - A mix of Bumper and Non Skip ads for Branding and Skippable ads for performance
Images - Exploring a wide variety of image themes based on USPs, offers, matches/tournaments, etc.
Rich Media - Experimenting with Cue cards, Panorama and Parallax ads to increase CTR and quality
Native Ads - Using native ad formats to improve user experience for higher engagement and visibility