111%

A Strategic Launch with Appier’s CrossX AIBID Solution 

When 111%, a global leader in casual mobile games, launched their latest title, Lucky Defense, they aimed to capture a significant market share quickly while ensuring sustainable growth and strong ROAS. To achieve these goals, 111% partnered with Appier to leverage the CrossX AIBID solution, which played a pivotal role in the game's successful launch and rapid user acquisition.

Expanding User Reach with Targeted Ad Placements

In the first week, the campaign prioritized scaling daily installs, with Kakao Biz Board playing a pivotal role. The platform’s unique positioning and creative formats, including in-banner videos, resonated strongly with the target audience. This strategy led to early success, achieving over 95% of an average D0 ROAS during the initial launch phase.

The use of in-banner videos on Kakao Biz Board proved particularly effective in engaging users and driving conversions. The combination of high-quality creative content and strategic ad placements allowed 111% to capture the attention of high-value users, setting the stage for sustained success.

Sustaining Momentum: Optimizing Bidding and Traffic Sources

As the campaign progressed into weeks two through four, Appier and 111% continued to refine their approach. The focus was on maintaining the high ROAS achieved in the early stages while scaling the user base further. By optimizing the bidding strategy on Kakao Biz Board and testing different traffic models, the campaign maintained its strong performance.

The key to this sustained success was the deep understanding of the Kakao Biz Board’s audience. By continuously analyzing user behavior and engagement metrics, Appier was able to adjust bidding strategies in real-time, ensuring that the campaign remained cost-effective while driving installs from high-ROAS users.

A Strategic Shift in Week 8 to Target High-Value Users

By the eighth week of the campaign, Appier and 111% decided to implement a new strategy to further optimize ROAS. Under the hypothesis that the Kakao Biz Board housed users with consistently high ROAS, the team shifted their focus to exclusively target new users on this platform. To avoid ad fatigue and optimize budget allocation, they excluded users who had been reached in the past 30 days. 

This strategic adjustment proved highly effective, as it allowed the campaign to tap into fresh, high-value audiences on the Kakao Biz Board while maintaining the strong conversion rates and ROAS that had been achieved earlier. This approach not only boosted the campaign’s overall performance but also provided valuable insights for future user acquisition strategies.

Leveraging Insights for Long-Term Success

The collaboration between 111% and Appier highlights the impact of data-driven decision-making in user acquisition. By targeting high-performing ad inventories like the Kakao Biz Board and applying innovative ad formats, 111% exceeded their ROAS goals, setting a new standard for game launches.

"With the adoption of the CrossX AIBID solution and close collaboration with Appier’s expert team through their managed services, we achieved results that significantly exceeded our initial ROAS targets for the ‘Luck Defense’ campaign. Appier’s experience and expertise in various markets are anticipated to greatly benefit the global expansion of ‘Luck Defense’ and other 111% game titles in the future” said Sanghoon Lee, 111%'s Chief Strategy Officer.

As 111% expands Lucky Defense into new markets, Appier’s expertise and the insights from this campaign will be instrumental to their ongoing success in the competitive mobile gaming industry.