How We Achieved The Best Performance In Kritika's History

About The Client

Asiasoft is a Leading Regional Online Entertainment Service Provider in Southeast Asia which was established in Thailand in 2001. The Company’s affiliates are involved in international investment for online games publishing and development, as well as game portal services: PlayPark and other IT related business.

The Challenge

As the latest MMOARPG to join PlayPark, Kritika Online SEA was launched across 6 countries including Singapore and Malaysia in May 2016. Kritika Online is a Korean based game well-known for its fast-paced combo system with over the top animations and a unique cel-shaded art style. Asiasoft came to us requesting for full-fledged digital marketing solutions to push and increase the number of people to download the game in both Singapore and Malaysia where their requested cost per conversion is at USD5 for over a period of 1 month. As compared to their previous campaigns, their cost per conversion was USD4 – USD10 and launched over a period of 6 months.

Objectives

Facebook Advertising Strategy

Develop a robust Facebook Advertising strategy to convert traffic into downloads

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Paid Advertisements With AdWords

Creating ads with relevant ad groups and searchable keywords to convert traffic to users

Web Design For Conversions

Create an engaging and attractive user-friendly landing page to improve conversions

Requirements

Facebook Advertisements

Google AdWords

Landing Pages

Video Production

YouTube Advertising

Conceptualizing and Planning

Asiasoft’s main objective is to gain as many conversions as they can within their current budget and in a short period of time. So we came up with a comprehensive Facebook Advertising strategy to target different groups of audiences based on demographics and interests.

We decide to focus our ads based on demographics and interests in order to reach out to relevant users and boost the conversions in this campaign. We used video ads on Facebook to showcase the fast-paced actions that the game provides and leading them to the landing page that we worked with Asiasoft’s marketing team to create.

We had achieved 200% increase in conversion rates and lowered cost per conversion by 60%

The Digital Strategy

Our main objective is to attract as many users as possible through Facebook and AdWords Advertising to promote Kritika Online using different video variations when crafting the ads and getting people to download the game. We focused mostly on Facebook Advertisements as it is a highly visualized campaign where we want to showcase the strong points of the game and driving users to download. By using video ads, we can capture these elements well.

Video Production For YouTube

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Paid Advertising Through Facebook & AdWords

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Landing Pages to Attract and Convert

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Video Production For YouTube Advertising

Improving conversions through introduction videos

To improve on conversions, we worked together with Asiasoft’s creative team to work on the creatives and direction of how the video should come out in order to capture the visitor’s attention immediately. With different target audiences in mind, we came up with 3 different variations of the video, where each of them has a different style. This is to help us understand the type of videos that will drive users to action – download Kritika Online.

Facebook Advertisements

Reaching The Desired Audience

We crafted multiple Facebook ads (some examples below), where each of them showcases the different variations of videos that we created and reaching out to different audiences based on demographics and interests.

Landing Page

Converting Clicks To Downloads

In order to target the audience, we assisted Asiasoft to design the landing page for conversions. Our main focus is to capture the audience immediately when they come to our landing page from Facebook ads for AdWords, we placed the video as our banner where users can watch. Followed by the main features of the game which includes different character classes to customize and choose from as well as the player vs player feature, etc.

85%

Lower Cost Per Conversion

200%

Increase in Conversion Rate

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