Garena Leverages the Power of Mobile Video

Garena was looking for an effective way to build brand awareness for their mobile apps and platforms and, more importantly, to capture the hearts of hundreds of millions of mobile users across Southeast Asia. They also wanted to drive high quality app installs. Here, find out the approach they took and the platforms they used to achieve these objectives.

GOALS

  • Increase reach and app installs for Garena mobile games and peer-to-peer shopping app Shopee
  • Optimize on a highly engaged audience (smartphone users in Southeast Asia watch YouTube for an average of 35 minutes a day)
  • Build brand awareness

APPROACH

  • Utilize a financially efficient cost-per-install model to drive Garena's Mobile Game Downloads on Mobile Video
  • Drive scaled awareness for Garena’s peer-to-peer shopping app Shopee through mobile mastheads on YouTube
  • Used Google AdWords' conversion optimizer to deliver the right ads to the right audience at the right time

RESULTS

  • 25% higher than average conversion rates for game downloads
  • 50% more daily downloads for Shopee
  • Drove quality downloads across all Garena apps at scale

For us, YouTube and mobile are now synonymous and will be the first place we look to expand our brand awareness while driving performance. By 2017, 150 million more mobile users will come online across Southeast Asia. If you’re not on mobile, you need to be, because that’s where people are. - Chris Feng, Head of Mobile Business

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