Instagram Celebrities: are they the new cats?

1. INSTAGRAM CELEBRITIES:
ARE THEY THE NEW CATS?
(HOW TO BE SEMI-PROGRAMMATIC W INFLUENCERS)
Picture: www.onlinemarketingrock

2. Samet Durgun
3 great years

3. 2
1
0
009
8
7
FOUNDED IN

4. ALL PEOPLE LOCATED IN
BERLIN

5. 5 HIT GAMES
6 YEARSIN
ON FACEBOOK &
MOBILE (iOS, ANDROID)
3 GENRESIN

6. JELLY SPLASH
+75 million downloads
iOS + Android + Facebook
Situation: Mature Game

7. Problem: High CPIs

8. Solution: Social Media
Image: Seenmoment.com

9. THIS PRESENTATION IS NOT
• About cats L
• Real Instagram ads
• The engagement/re-engagement campaigns

10. THIS PRESENTATION IS
• About “Instagram” influencers
• Crash course to the New Comers
• Knowledge sharing for social campaign familiars
• How Wooga makes campaigns for Jelly Splash for 2 years

11. 1- Instagram
2- Influencers
3- Campaign Execution
4- Pricing
5- Quality
6- Volume
7- tracking
7 steps for success

12. 1- INSTAGRAM

13. PLATFORM DEMOGRAPHICS

14. DECISION MAKING
Kissmetrics data*
Younger = More influenced

15. HIGH ENGAGEMENT RATES

16. FACEBOOK INSTAGRAM
250 times better engagement

17. 2- INFLUENCERS

18. PEOPLE FEELING CURIOUS

19. INSTAGRAM INFLUENCER DEFINITION:
Partnering with key influencers to co-create instagram
content that is engaging and meaningful to the consumers.

20. PROFILES*
*Wooga Definitions

21. Creative Thinkers
Travelers
Gamers
…
PERSONAL
ACCOUNTS

22. MINOR
CELEBRITI
ES
Fitness
TV Show
Music
…

23. GENERIC
ACCOUNTS
Humor
Horror
Beauty
…

24. Follow big accounts

25. 3-CAMPAIGN
EXECUTION

26. PUSH/BURST CAMPAIGNS
INGREDIENTS
• Courage
• Few 10s K budget
• 10s of Ambassadors
• Millions of engagements
• An analyst & marketing person
• Game in 2 platforms
• Agency (or an internal team)
For Smaller companies: Divide some of these numbers by 10
for a few million MAU game

27. • Think about the target audience
SETTING UP THE CAMPAIGN

28. • Think about the target audience
• Set the expectation (geo, messaging…)
• Prepare big campaigns in advance
• Use # to track
SETTING UP THE CAMPAIGN

29. • Think about the target audience
• Set the expectation (geo, messaging…)
• Prepare big campaigns in advance
• Use # to track
• Use disclaimers
SETTING UP THE CAMPAIGN

30. 4- PRICING

31. CPR
High Risk
Cost per Reach
CPE
Moderate Risk
Cost per EngagementCPI
Low risk
Cost per Install
Agency Pricing

32. is the current method we use with the agency.
Also depends on your product.
CPE

33. Generic accounts low to 3 cents per engagement
Personal accounts from 5 cents to 20-50 cents per engagement
Overall CPI -> $0.5 to $5
BALLPARK FIGURE FOR US HEAVY
Don’t get stuck on Engagement,
focus on your installs

34. 5- QUALITY

35. GEO EXPECTATIONS
½ US, ¼ Europe, ¼ ROW
You can also focus on specific ones like RU, BR

36. Not as high as your best DSP/ Adnetwork
Definitely not as low as incent traffic

37. 6- VOLUME

38. From 1Ks install to 100Ks installs Globally

39. Combine with user acquisition

40. EXAMPLE

41. Another game - US overall top 20

42. 2 years

43. 7-TRACKING
&
ATTRIBUTIO
N

44. Beginner
• Check organic uplift

45. Paid
Organic
Uplift

46. Beginner
• Check organic uplift
• Have a questionnaire

47. QUESTIONNAIRE

48. QUESTIONNAIRE

49. TRACKING (& ATTRIBUTION)
Beginner
• Check the organic uplift
• Have a questionnaire
Advanced
• Check daily retention/bookings/device distribution

50. 8 campaign days
Month
1 15 222 4 8

51. 8 campaign days
Month
1 15 222 4 8

52. 8 campaign days
Month
1 15 222 4 8

53. TRACKING (& ATTRIBUTION)
Beginner
• Check the organic uplift
• Have a questionnaire
Advanced
• Check daily retention/bookings/device distribution
• Have a manual attribution to your DB based on user features

54. 1- Instagram
2- Influencers
3- Campaign Execution
4- Pricing
5- Quality
6- Volume
7- tracking
7 steps for success

55. Picture: www.onlinemarketingrock
ARE THEY
THE NEW
CATS?

56. RE-ENGUA INFLUENCER

57. TELL ME
YOUR
EXPERIENCE

58. Special thanks to
Timothy Frohner
Analyst @ Wooga
Samet Durgun
Marketing Manager @ Wooga

59. AGENCY VS. IN-HOUSE
Tapsense data*