Clash of Clans: Retargeting Campaigns
Supercell partnered with our team to develop a series of paid social and display campaigns for its popular mobile game Clash of Clans.
Campaign 1: Turning reengagement motivators into creative concepts.
For this project, we were asked to deliver a retargeting campaign based on a creative testing strategy, with assets to be launched and tested across various markets.
Our main campaign objective was to get churned advanced players to rejoin the game. Basing our testing strategy on reengagement motivators for lapsed users, two creative concepts were developed: “Game Changers” appealed to FOMO, testing the impact of promoting exciting new content in the game; with “Make it Rain”, we focused on the promise of in-game rewards to win disengaged players back.
Campaign 2: Reaching out to churned and new Clashers.
In this follow-up project, Supercell approached us to create a new campaign that applied learnings from recent tests and introduced new formats into the mix. This brief presented a different challenge: our creatives needed to effectively engage not only lapsed users, but potential new players too, since these assets would be launched on both acquisition and retargeting campaigns.
Character based creatives in past campaigns delivered outstanding results, these two new concepts were developed around popular and likable CoC Villagers. Gifs were introduced as a new format, to study how gif + static performed compared to our previous mix of video + static.
Campaign II, Concept 1: “In Meme.” We drew inspiration from internet culture, presenting CoC characters in humorous settings to give new players insight into the mechanics of the game, while also reminding disengaged players of the fun of playing CoC.
Campaign II, Concept 2: “Ready for your orders!”. The Maiden is the first character with whom both new and returning CoC players interact in the game. With this concept, we brought the in-game experience into the creatives, having the popular character speak directly to the player to discuss updates and game strategy.
