Supercell
Following the launch of Snap’s Playable Ads, Supercell tested the interactive format in a Stateside campaign that outperformed its BAU strategy and drove significant results for the mobile game development company.
"We want users to experience our games in ways beyond what video can often show, our playable ads on Snapchat let them jump in and feel the gameplay firsthand, creating a more immersive true to game experience while improving UA KPIs."
- Terry Koh, Performance Marketing at Supercell
Levelling Up with Snapchat
Supercell, a mobile game development company, wanted to expand promotion of Clash Royale, its multi-player video game. Primarily, it was eager to drive high quality installs and improve ROAS. Secondarily, the company was keen on ensuring an interactive, engaging and seamless ad experience throughout the entire process. As a long-term Snapchat partner, the Finnish brand understood the power of the platform – and called on its capabilities once again. Game on.
Using Playables Ads for Promotion
To achieve its two aims, Supercell leveraged Snap’s newly launched Playable Ads format for its US App Install campaign, making it one of the first advertisers to do so. Over the course of July and September, Supercell A/B tested its BAU strategy against the platform’s Playable Ads.
This strategy, which offered users a seamless ad experience, helped the brand work towards its primary aims. By launching interactive playable creatives which allowed Snapchatters to trial snippets of the game before installing it, Supercell could achieve a better CPI and higher ROAS by delivering a truly engaging experience.
Reigning Supreme with Playables
Supercell’s Playables campaign was crowned a success. The Playable Ads format delivered a 19% higher ROAS* and 37% lower CPI* and proved to be a complimentary creative strategy to its BAU campaigns. These results encouraged Snapchatters to continue running the format and expanding it to other games.
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