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Success Story: Cooking Dash Revitalized

The Story

Glu Mobile’s Cooking Dash is a new, fast paced, time management cooking game where its main character, Flo cooks her way to TV fame as a celebrity chef. Having run the campaign for 6 months, performance was starting to erode, with cost of installs gradually creeping up.

 

Goals

Glu Mobile was looking to revitalize campaign performance and reduce acquisition costs.

 

Challenges

 Glu Mobile knew that to leverage oCPM to the fullest, new high quality creatives were needed, especially on a highly visual platform like Instagram.

 

Solutions

 

Strong Talent Pool

Creadits designers were activated for the brief, with clear creative direction depicting in-game food dishes to blend in a real life environment. Designers were activated from within our strong talent base. Creadits' unique strength is focusing the design intuition and perspectives from this rich global talent pool.

 

Powering A/B Testing Via Rich Creative Iteration

Creadits' deep talent pool produced over 40 ads in under 48 hours. By leveraging design intuition, performance data and insights, the ads took directions that were richly creative, and enabled Glu to take full advantage of Facebook’s oCPM function.

 

Greater Creative Depth

As the campaign unfolded, designers were informed by performance data, giving them insights to further creatively iterate on designs that were proving to work.

 

Instagram-centric Creative Direction

Understanding the nuances of the Instagram platform was critical – the creative direction was pointed towards blending real life photos with game graphics as being potentially more high performing.

 

Results

Through Creadits, Glu Mobile widened the audience reach and drove new mobile game installs via Instagram Ad Solutions for its Cooking Dash mobile game.

 

– 40 new Instagram-centric ads were created within 48 hours

– Increased app installs by 25% over the previous campaign period

– Halved the cost of install to $4

– Improved iOS game ranking from 147 to 53

 

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