WHAT WE SET OUT TO DO
To drive hit it rich awareness in australia - the market has a low base and client considered it it a good test ground. we needed to drive installs at a sub usd $50 cpi and capture whales wheverver possible, all channels were to be measured with indivudual and universal metrics.
"This was a complicated but ultimately very rewarding campaign to work with PASHN on - that team are all over the detail!"
- Fox TV
"We loved working with PASHN - their attention to detail and the ability to optimise multichannel campaigns in real time is amazing"
- Ryan Hilz, Zynga
"A great example of how we stay in the detail and focused on client objectives throughout a campaign. thrilled with the results"
- Adam
WHAT THEY SAID
we broke the market down into 6 regions - Sydney, Melbourne, Perth, Adelaide, Brisbane and National excluding mentioned Metro regions. in doing so we could optimise towards channel and towards regions bearing in mind the nuances in audience behaviours across the nation. the channels selected were CTV, digital, linear tv and out of home. all elements were optimsied in real time using adalyser and appsflyer integrations and insights were used to refine the ongoing media plan.
WHAT WE DID
the campaign created an immediate ROI and met the objectives of driving a sub 50 usd cpi - we exited at 42. all key metrics measured by the client improved - 3,5,7 day retention rate, average purchase size in game by user, and projected lifetime value. this was all done against a back drop of very strong anti-gambling lobbying in australia, with elements of the campaign being flagged by TV and at government level as an example of gambling branding (even though there is no cash prize in hit it rich)
