The Campaign

For achieving the goal, it is crucial to lead people to have curiosity of this game. We came up with the idea showing the real scenes in-game along with the reactions of the gamers so that people can see how other players enjoy and what the exciting moments are.

Creative Execution

Produced and released a total of eight videos between April 28th - May 28th 2016 : We created 8 short videos in series to show diverse dramatic situations people can face during the play. The films were suitable for Facebook mobile timeline because our target group spend more time in exploring their SNS with mobile devices rather than sitting on a sofa in front of TV set.

During the one-month period, we made a result with 8 videos totally - 12,462K reach, 9M views, and 25K engagements in Facebook. Plus, through the download links embedded in 8 video posts, the number of app installation increased by 400% compared to monthly average number before this campaign.

Producing - Sourcing from existing YouTube videos (previous methodology) - Partnering with YouTubers to produce specific videos for this purpose Targeting - Initial Target: CoC device IDs who aren’t Royale players - Expanded to wider audience gradually: E-sports, Clash Royale Lookalikes… Campaign Operation - Start with very small budget for testing, evaluate results, and focus on campaigns which has better performance - Create multiple combinations of targeting groups and copies, for each video - Prioritize PPAs in the beginning, then move on to MAIA as PPA start to saturate