Ateam Inc. recently released a new mobile game: Unison League. In the crowded mobile game app market, it had to cut through the clutter and drum up interest. To acquire new users and deepen their engagement, Ateam developed three ads that ran on YouTube’s TrueView.
- Drive demand for Unison League
- Strengthen engagement with new users
- Rolled out TV commercials, TrueView ads, and display ads to maximize reach among potential customers
- Created three video ads to promote the keyword "Unifure" and encourage user engagement
- Achieved a 253% increase in search volume for crucial keywords and a 79% increase in search volume for the name of the app
- Increased the rate of continued play by users who installed the app after seeing TrueView ads by 70%
- Boosted ROAS by 150% for in-app purchases
In the competitive mobile gaming app market, loads of new games are released every day. This makes it difficult for companies to attract the attention of new users.
Users usually find and download an app after they see it ranked as a popular game in Google Play. It was therefore key for Ateam to generate widespread demand and do so quickly. The plan was to serve ads on mobile devices, which would ultimately lead to downloads of the app. To cut through the clutter, the company developed three unique TrueView video ads that would play across YouTube.
"We attempted to improve both the number and quality of new users. The content of the videos and messages and our distribution methods were a big stimulus for such behavior, and I feel that led many users to download the app.” -Takatoshi Wada, Promotion Team, Marketing Group
Distributing video content with TrueView
To generate demand for the game title and concept, Ateam leveraged common keywords that often lead to the Google Play Store. It also created video content to really connect with potential users. Since the best part of the game is the ability to make friends, the company created the Japanese word "Unifure," meaning "friends on Unison League." To etch that keyword in users’ memories, it created two videos featuring "Unifure," one for men and one for women.
Ateam then created a video that showed actual gameplay to generate stronger user engagement. The company served all three videos on TrueView with YouTube's trait targeting, and then waited for results.
Using brand interest measurement (a Google Brand Lift measurement tool) to understand the success of the TrueView campaign, Ateam discovered that search volume for its brand name, product name, and creative message had all increased. In fact, there was a 253% increase in keyword search volume for "Unifure" and a 79% increase for the app's name.
Takatoshi Wada, from the Marketing Group’s promotion team, said, "We attempted to improve both the number and quality of new users. The content of the videos and messages and our distribution methods were a big stimulus for such behavior, and I feel that led many users to download the app.”
Results of Ateam Brand Impact Measurement
Source: Brand impact measurement. Period: April 21 to May 31, 2015
Not only had search volume greatly increased, but engagement also increased. After seeing the TrueView ads, 70% more new users downloaded and continued to play the game than did those who saw display banner ads served over the same period. ROAS of in-app purchases grew approximately 150%, demonstrating a high level of activity among users after installation.
"Unison League" Continued Play and ROAS
Source: Ateam; all data current as of August 2015.
Driving demand with TrueView ads
Ateam was able to successfully drive demand for Unifore with a clever YouTube TrueView campaign, tailored to its audience. The engaging creative targeted to potential users led to increases in brand search volume, downloads, and game play. High scores all around!