Hothead Games

How Hothead Games increased app installs for a lower cost using Facebook video ads.

Their Story:

Founded in 2006, Vancouver-based Hothead Games is an
award-winning mobile games publisher with titles spanning a range of genres. With cumulative downloads in excess of 100 million, Hothead Games wanted to drive installs of its shooter title, Kill Shot.

Goals:

Hothead Games wanted to drive app installs for Kill Shot at an efficient cost. The publisher also was curious if Facebook video ads could drive installs at a lower cost than static Facebook ads.

Execution:

• To ensure the best ad performance possible, Ampush analysts targeted video ads to lookalike audiences based off the most engaged users of the Kill Shot mobile game app.
• Ampush and Hothead Games employed innovative video styling for the Kill Shot campaign. Full action sequences were shown to help users get a feel for the gameplay.
• Ampush’s in-house creative team crafted the exciting video sequences from actual Kill Shot gameplay and further enhanced the videos with strong call-to-action end screens. Ampush’s designers also used strategic zoom-ins and 3D elements.
• Ampush’s creative team optimized the videos for maximum in-stream appeal, ideal viewing length, and to give emphasis to the ad unit’s CTA.
• Ampush analysts conducted A/B testing to isolate the best combinations of video, static, and dynamic imagery, to maximize spend efficiency.

Results:

The exciting video ad format and accurate audience targeting lead to a 25% reduction in CPI, compared to campaigns featuring static imagery.

The videos conveying gameplay images were successful in driving interest in the game, with video placements seeing a 31% increase in conversion over static placements.

Not surprisingly, 95% of overall campaign installs came from video placements.

Given the success of the video placements, Hothead wanted to scale fast. Ampush was able to increase volume by 2.7x in just 4 weeks.

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