At A Glance
NHN Entertainment wanted to promote Dragon Saga and drive downloads.
Having incurred a cost per download of $11 in the past, they realized they were not optimizing their spending. While they were playing with big budgets, their team lacked the knowledge to allocate it in the right channels and optimize spends.
For the launch of Dragon Saga, they decided to do things differently. They wanted to spend effectively while making every dollar count and that’s when Brew Interactive was approached.
We were assigned the task to develop and run a cost-efficient marketing campaign focussed on promoting Dragon Saga and driving downloads.
We conducted persona interviews to understand the target audience, their interests, and their online behavior. The primary audience was identified to be web-savvy, 13-25 year-olds.
We also carried out competitor analysis and assessed the work some of their key competitors such as Maple Story, Elsword and Ragnarok Online II were doing in the digital space.
On the basis of our findings, we ran ads across multiple networks targeting the primary audience. We also leveraged third-party data to create targeted campaigns and accurately serve ads to the audience we wanted to reach.
Google Display Retargeting Ads
Apart from running campaigns, we continually performed A/B testing to track and measure campaign performance. We reallocated budgets and made changes on the go, with a goal to optimize spends and meet the business objective.
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