Driving game awareness and installs

Wooga

Advertiser

Nanigans

Marketing Partner

Social game developer Wooga significantly increased installs of its Diamond Dash game using Log In with Facebook and ads in mobile News Feed.

26%

increase of iOS installs in the U.S. market during the campaigns

29%

increase of iOS installs in Germany during the campaigns

37%

increase of iOS installs in France during the campaigns


Their Story

Developing entertainment

Wooga is the third largest social game developer in the world. The company is the name behind such games as Pearl’s Peril, Diamond Dash and Monster World.


Their Goal

Reaching mobile gamers

Wooga wanted to increase iOS app installs for Diamond Dash in the U.S., U.K., Germany and France. The company also aimed to increase the number of people playing Diamond Dash on iPhones and iPads.


“Mobile is a key part of our strategy going forward. We are really excited about the new Facebook mobile ads products as they have already delivered great results.”

Jan Miczaika, Head of Operations, Wooga


Their Solution

Making play more social

Wooga launched campaigns to build awareness of its Diamond Dash app and encourage people to play the game and install the app. To increase the game’s visibility, Wooga used Log in with Facebook, which allowed people to directly access the game by signing into the Facebook login screen. This also made their in-game experience more social, allowing players to compete with their friends through the leaderboard. Wooga also ran Facebook Ads to acquire new users and encourage play.
Ads were served to people when one of their friends had played Diamond Dash for at least four minutes or played it twice during the previous month. Wooga also took advantage of the mobile News Feed to distribute ads to drive awareness and use of the game. It ran these campaigns through Facebook Marketing Partner Nanigans’ API tool and used action spec targeting—for actions including “high score,” “boost unlock” and “level reached”—to ensure that ads reached people most likely to become players and download the app.

Their Success

High score

Wooga’s Facebook campaign delivered on all counts. As a result, the company saw:

  • 26% increase of iOS installs in the U.S. market during the campaigns
  • 29% increase of iOS installs in Germany during the campaigns
  • 37% increase of iOS installs in France during the campaigns
  • 10% lower cost per install than the initial target for iPhone and iPad installs in the U.S. and France
  • Highest ever click-through rates in the U.S. and U.K. from action spec targeting