Their Story

TinyCo is a San Francisco-based mobile gaming powerhouse, with some of the top grossing games in the country. TinyCo is interested in unparalleled growth. They approached Unique Influence to drive mobile app installs (MAI) for their newest game, Family Guy: The Quest for Stuff.

Their Goals

Unique Influence created and implemented a strategy to drive Mobile App Installs (MAIs) by tapping into a range of new audiences and simultaneously testing new creative approaches. To reach our KPI goals, we started with an exploration of the following 3 main audience groups:

  • We developed lookalike audiences, mirroring customers who had previously downloaded the app to quickly generate efficient installs.
  • We leveraged interest-based targeting to focus on groups of customers with interests (related to games, movies, TV, and popular culture) similar to Family Guy.
  • We reached broad audiences without specific targeting, which enabled us to separate customers by device and identify other resonant factors. We used those findings to create more specific groups within the broad audience.

As we began to get placements with reliable performance history, we developed a separate strategy for high-performance audience groups. The yield-revenue strategy for high performance audiences required a different bidding methodology, targeting a minimum percentage yield revenue within three days of the install. Eventually, almost all spend would fall into this category.

Simultaneous creative testing allowed us to optimize even further. We took an iterative approach to creative and launched with the current best performing creative for every new audience. During our creative testing, we found that adding characters for special events and seasonal imagery performed differently depending on the audience. For example, one seasonal set worked well with males but not females. Just like with any creative, it was important to test and incorporate the findings across the board.

As we continued to run campaigns over time across a breadth of audiences we used our partnership with Nanigans – a leading Facebook Preferred Marketing Developer tool – to gather additional data about the behavior of individual customers post-install. This enabled us to develop even more targeted audience groups (for example, customers who had made a single in-app purchase vs. customers who had made >5). After importing these audience lists in Facebook, we then continued to iterate and improve using our initial strategy of lookalike audiences and interest-based targeting.

Finally, we used a significant portion of overall spend to drive ad placements outside of the US—an area we identified as an untapped customer base. Once we began to collect data about these customers we were able to employ lookalike audiences and interest based targeting in our overseas campaigns as well.

Takeaways

Driving significant growth for TinyCo MAIs was all about audiences and creative. Getting the best results out of core audiences while continually expanding into new audiences and creative enabled us to aggressively scale spend and hit our target KPIs.

Results

Family Guy: The Quest for Stuff has seen continued success using Facebook as a cornerstone for their paid acquisition. They have seen:

  • Increased volume of paid installs by 330%
  • 2X Day 3 revenue from paid installs