Case Study
GAMEZY
Social Media Marketing
The Business
Gamezy is a fantasy sports and real money online gaming platform that targets the audience that are online contest players, cricket lovers, gaming and food enthusiasts, and OTT users inclusively.
The Objective
- To increase the number of users who pay high amounts of money while using the app’s fantasy cricket feature.
- To keep the conversion costs consistent across the 4 steps of the funnel.
Strategy
During the most awaited Indian Premiere League of 2021, Gamezy utilized different channels to promote its fantasy cricket game, encouraging users to create their own teams and compete for a chance to win. With reference to the schedule of actual matches at the IPL 2021, customized assets for each match were promoted using a multilingual marketing approach across various channels. Asset customization was implemented on Facebook, Instagram, and Premium Publishers, using programmatic techniques through Google Display and Video 360.
Approach For Facebook
- The focus was on targeting specific demographics of individuals, including contest player cricket lovers, gaming enthusiasts, OTT app users, food enthusiasts, and more.
- To target users with high intent, customized audiences, and their lookalikes were employed.
- Various customized asset placements were used for static creatives and videos, ranging from animated to production-based videos of different durations and sizes.
- For optimal results, creatives were customized for each match and edited daily.
Ad Formats and Creative Content
Videos: A combination of non-skips bumper ads and skippable ads were used for branding and performance purposes respectively.
Images: A wide variety of image themes were explored, highlighting unique selling points, offers, matches/tournaments, etc.
Rich Media: Various rich media formats were tested, such as Cue cards, Panorama, and Parallax ads to increase click-through rates and improve overall quality.
Native Ads: Native ad formats were utilized to enhance user experience, leading to higher engagement and visibility.
Results
947K
FB Installs
811K
FB Registration
205K
FB Add Cash
400K
FB Gameplay