Case Study

Animoca Brands

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Background

Country

Hongkong

Service

Performance Marketing

Industry

Gaming

Platform

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OBJECTIVE

Increase app installs and user acquisition

ABOUT ANIMOCA BRANDS

Animoca Brands, a Deloitte Tech Fast winner that is ranked in the Financial Times list of High Growth Companies Asia-Pacific 2021, is a leader in digital entertainment, blockchain, and gamification.

THE CHALLENGE

Animoca ’s main challenges were:



1. Increase user acquisition to build their user base
2. Compete in a heavily-saturated market and get users to try out the game

Our Strategy

1

Full-funnel strategy approach

We were able to identify our stages within the full-funnel stratery and curated specific content at every stage of purchase where our consumers are at.
By implementing the full-funnel strategy, we were able to cast a wider net to prospecting audiences and retarget users who have downloaded the app and also converted in app.

2

Broad Targeting VS
Specific Targeting

When we were understanding our target audiences, we decided to take the approach of targeting 2 kinds of Audiences with this profile:

1. Casual Gamers with similar interest of top-rated mobile games (PUBG, Mobile legends, etc)
2. Hardcore gamers with specific in tower defense games (Bloon 6, Plants Vs Zombies, etc)

3

A/B testing of visuals

We created a series of ads that consist of single banners, carousels, videos, and GIFs and paired it with different captions.

Over time, we finessed our visuals and captions based on the highest performing ads.
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The Result

-

0

%

App installs

-

0

%

Cost per app install
THE WINNING APPROACH

Focus on AB Testing Visual & Targeting

Best
Performing Ads

Focus on AB Testing Visual & Targeting
Focus on AB Testing Visual & Targeting
Focus on AB Testing Visual & Targeting
Focus on AB Testing Visual & Targeting

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