Leveraging Mobile User Acquisition with High Profile Celebrities | Barak Levanon
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Delivered at Casual Connect Tel Aviv 2016 | Partnering with high profile celebrities can do wonders for your mobile User Acquisition strategy. Barak Levanon explains how today's performance driven culture is ideal for this strategy, sharing tips and lessons learned from Plarium's recent partnership with Hollywood actress, Megan Fox.
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Leveraging Mobile User Acquisition with High Profile Celebrities | Barak Levanon
- 1. Leveraging Mobile User Acquisition with high profile celebrities Barak Levanon Mobile UA Team Leader
- 2. Who we are Plarium Global is one of the world’s fastest growing developers of mobile, social and web-based games with over 250 million users worldwide Founded in 2009 HQ in Israel 8Offices & Development Studios Across Europe and the US
- 3. Everyone has a smartphone! “U.S. smartphone penetration is now approaching 80% and finally showing signs of slowing growth as the market nears saturation.” – comScore Most smartphone users download zero apps per month. Facebook owns 3 out of the top 4 apps in the app store! Apps UA isn’t getting easier
- 4. Acquisition chanels don’t change that fast UA Marketing Mix 35% 35% 25% 5% Video Social Disaply Search
- 5. Competition is getting fiercer Y2Y 38% increase in CPI YEAR 2015 YEAR 2016
- 6. Penetrating the app stores is extremely hard
- 7. Consumer preference does not exist in mobile games 5,220,000 5,420,000 5,620,000 5,820,000 6,020,000 6,220,000 6,420,000 IGG SUPERCELL 6,250,546 6,296,935 IGG vs. Supercell installs
- 8. Megan Fox to the rescue!
- 9. She’s not the first to promote games
- 10. The benefits Increase Awareness – app stores, UGC, Press release Increase conversion rate Expand our users base
- 11. How to choose your celebrity? Male or Female? From which industry? Immersion in the game Relevant to the game
- 12. data helps you make the right decision Emilia Clarke Megan Fox Liam Neeson Jason Statham 0 10 20 30 40 50 60 1.9 55 54 Facebook Subscribers (M) 0 10 20 30 40 19 32 8 23 Google Trends
- 13. Popularity on a global scale Emilia Clarke Megan Fox Liam Neeson Jason Statham 0 10 20 30 40 50 60 Asia Austrlia E.Europe LATAM Middle East N.America Russia & CIS South East Asia W.Europe
- 14. Megan’s popularity over time
- 15. why Megan? She’s massively popular in Europe and the US – 55M subscribers on Facebook, 3.4M on Instagram She is relevant to our target audience She is not a newcomer Relatable Gaming image – she is a gamer herself She resembles the game’s most popular character, Amelia!
- 16. Production
- 18. App Stores Icon, screen shots and feature images were updated Discussions about featuring the apps with the stores
- 19. Optimization Various icons and store assets Banners , copy and video ads were rotated and revised
- 20. So, Did it work?
- 21. Increased volume of installs CR Megan Fox Game Play 0 100,000 200,000 300,000 400,000 500,000 600,000 700,000 Feb Mar April May June July Aug Sep Oct Installs
- 22. However, revenue didn’t spike Feb Mar April May June July Aug
- 23. What we have learned You are not necessarily targeting your core users - many were drawn by Megan Fox, but did not take to the game in the long run Target Audience Media Channels The media is important as the celebrity, offline channels can have a huge impact (e.g. TV) The campaign did not have a significant impact on Conversion Rate as expected Impact
Editor's Notes
- Let’s break the ice questions – How many advertisers are in the room? How many ad network/agencies? How many spend more than 20M on UA? How many of you feel stuck with their UA efforts?
- This is the intro of why celebrities are needed to promote mobile games
- The UA isn’t moving that fast. The average game developer who spends more than 20M/year to promote it’s games will probably have the mix that is described in the slide. Channels remain the same, biggest ad networks don’t change
- But the competition is getting herded. Game developers are more aggressive to get more installs for their games and for us the CPI increase in Facebook for US users VK and SF combined by 38% in 1 year.
- 1. Apple and Google control the app market. 2. They set the rules for how apps will appear and be downloaded from their stores (100MB warning limit for example). 3. With free 2 play games it’s even more difficult for apps to stand out from the crowed – Can you really tell the difference between Lords Mobile and Clash of Clans?
- IGG install vs Supercell exhibits just that. IGG apps were released at least a year after Clash of Clan has gain it’s popularity with game play that was much influenced by the Supercell’s hit. Mobile games are not brands. They don’t have a legacy of known attributes or emotions that are associated with them like console games for instance. There are people who play call of duty and will not play counter strike. It’s hard to find users who will clash of clans but not lords mobile
- So we’ve decided to reach out and get somebody to help us promote our games – Megan Fox!
- This is an intro that leads to the questions and findings we’ve had along the way on the path – this slides discuss the high level decision we had to take
- Once decided on the profile – how do you choose between so many – we went to find data on their popularity . The next slides will compare Kate Upton and Megan Fox across different data points
- This is geo comparison between Kate Upton and Megan fox taken from Google Trends for the past 12 months.
- Celebrities popularity is very dynamic. Megan fox popularity has been declining for the past few years but Prior to the launch 2 major events happen that spiked here popularity – she got a role in the new girl and a leading part in Teenage mutant ninja turtles 2
- She’s very popular Megan has been around for years. Our 25+ male users know her for quite some time and remember her from her movies unlike the latest More on the next slides – she dropped in popularity but when we aired her she got a lot of coverage from the new girl and Teenage mutant ninja Turtles That made her less expensive
- Explain for 1 minute the process of going and shooting her in LA. We’ve hired a production and creative agency to help us through the process The shooting were in LA for one day and We’ve ended up with more than 1000+ pics and video content to produce 3 video ads.
- It took us a month to create the first video and images. It was important for us the she’ll blend in with our creative outline so our designers took some of our best performing banners to use with our footage. We’ve decide to put Megan within the tutorial instead of another character we’ve used
- Despite the good results, IAP purchase didn’t go up, the quality of the users who saw MF ads was less better than our standard game play ads
- This is the intro to the work we’ve done with Megan and key findings from the experience we’ve had
- We saw our install volume spike 2X We got our app featured by Google Our CVR on Megan ads was up to 30% higher than our usual game play
- Despite the good results, IAP purchase didn’t go up, the quality of the users who saw MF ads was less better than our standard game play ads