From the outset, Get Color's mission was clear: to scale by acquiring high-value gamers with specific interests through innovative creative and inventory strategies. The campaign was a testament to the art of precision, with a primary goal of gradually reducing CPI and reaching an impressive 40% of D7 ROAS within the critical 4 weeks following the game's launch.
The Get Color campaign unveiled a treasure trove of insights that reshaped the gaming landscape. It highlighted the harmonious preferences of gamers in the US & DE and JP & KR for creatives. In the US and DE, the 1280 X 720 video combined with a download button emerged as a superstar, generating the highest impressions.
Meanwhile, ads with a "Play free" copy and a color-changing animation tab drove great app installations. For the users in KR and JP, the use of gradient color elements combined with a call-to-action tab proved most effective in driving CVR. Through those creative insights from each region, the Get Color kept iterating creative localization strategies to interact with international users.
User demographics played a pivotal role in identifying high-value users' persona, shaping the campaign's success. Based on inventory analysis, gamers with an affinity for reading news contributed significantly to overall traffic. Even more surprising was that gamers caring about pregnancy-related topics generated the highest in-app purchases per person, manifesting pregnant users' high needs for playing hyper casual games.
The Get Color success story is a testimony to the power of data-driven, innovative marketing strategies in the mobile gaming industry. The journey to reach Get Color’s goals unfolded in 3 stages: In the sampling stage, CrossX accumulated crucial data, identified high-performing sources and laid the foundation. The turning point for ROAS came after 4-5 weeks pre-launch for increasing D7 ROAS to over 40%.
During the optimization stage, the focus was on reducing CPI by 50% and fine-tuning sources to reach the desired ROAS goals. Moving on to the scaling stage, it stabilized CPI and continually scaled installations. The strategy included testing a new "also-like-purchase" list, trained with long-term data, and achieving significant control over CPI, ensuring it remained below $3. With Appier as the partner, Get Color has rewritten the rules, and the gaming world will never be the same.