The Campaign

The hypothesis we went ahead with was “engaging in brand awareness & communicating messaging that address their barriers/motivators will heighten our chances to eventually convert these users to new paid users.” quite different from usual direct response campaign. We launched a discount on in-app purchases in selected games. A challenge was with a single unifying theme for the campaign, how and who do we talk to when we talk about specific game offers. We used the undeniably powerful combination sight, sound and motion to reach consumers. We created a fun video ad enticing our audience segments to level up in their games to have a better gaming experience. Who could resist answering the question “Mana level Lo?” (What is your level?), which charmingly enticed consumers to challenge themselves and their friends joining the fun they were seeing in our video.

Creative Execution

As the gamers had varying levels of interest, a big challenge was to determine how to capture their attention at the right moment. Curated audience sets, their customised gaming personas, and associated data pools were instrumental, allowing us to reach people rather than impressions. In this way, we could use programmatic channels to deliver relevant messaging using Instant Play mobile HD video technology for a seamless experience at scale. We set up a dedicated PMP for each audience bucket and measure audience engagement in real time to optimize the results. Starting in May and through the month of Ramadan, a 30-sec mobile video featured friends as opponents from a popular game, urging them to “Level Up” and battle each other. Right after an interactive end card promoted discounts in several games for the final push to convert non-payers. The mobile video gave the campaign a single unifying theme that captured the attention of all levels of gamers, and an exciting proposition for our audience.

Well thought creative messaging and detailed targeting & programmatic media buying smashed benchmarks MOAT AVOCs surpassed industry averages more than 4x: The campaign achieved a Human Audio Visible on Complete (HAVOC*) rate of 90%, against the industry average of 21.8% for the In-App environment. *Human & AVOC Definition: The number of impressions where the ad was visible and audible on completion and was delivered to a human. Great In-View Times** allowed users to capture core campaign messages: We saw average In-View Time of 28.65s, for a 30-second video. An in-market survey to track the awareness uplift from our media showed a high uplift of 5.8 points. "The unique analysis of the target audience and the delivery of HD video programmatically, accompanied with a great creative, made Mana Level Lo a successful campaign. We saw strong awareness results educating gamers about in-app purchases.” - Sasha Sunu, Product Marketing Manager -Google Indonesia

Mobile was the perfect channel for our media. It was an opportunity to reach mobile games fully when they are on their devices. Our strategy consisted of four key points ? Creativity: fun video to challenge audience to compete and level up ? Focused target: The campaign targeted the wide non-payer group of highly engaged gamers, addressing their barriers and motivations to increase Google’s chances to eventually convert them to paid users. An exhaustive data driven analysis to find the target segments most likely to convert by leveraged first party behavioral data, we were able to split our target audience into 3 key segments or gaming personas:Character Lovers, Community Gamers, and Resolute Gamers ? Context: we delivered the video within in-game settings. when our audience