{"id":2239,"date":"2022-01-20T15:49:53","date_gmt":"2022-01-20T15:49:53","guid":{"rendered":"https:\/\/persona.ly\/blog\/?p=2239"},"modified":"2022-12-22T13:31:11","modified_gmt":"2022-12-22T13:31:11","slug":"how-we-reached-45-d7-roas-for-33rd-random-defense","status":"publish","type":"post","link":"https:\/\/persona.ly\/blog\/2022\/01\/how-we-reached-45-d7-roas-for-33rd-random-defense\/","title":{"rendered":"How We Reached 45% D7 ROAS for 33RD: Random Defense"},"content":{"rendered":"\n

Download the PDF version of the case study<\/a>. <\/h4>\n\n\n\n

Wondersquad Intro<\/strong><\/h2>\n\n\n\n

Founded in 2016, Wondersquad<\/a> is a brilliant collective of creators that create engaging mobile game experiences for hundreds of thousands of users around the world. As a small and tightly knit team based in Korea, they dream of creating games that \u201ctranscend age, culture and language\u201d, as quoted by their founder, Kwanhee Seo. <\/p>\n\n\n\n

Persona.ly Intro<\/strong><\/h2>\n\n\n\n

Persona.ly<\/a> is a tech product company driving mobile user acquisition for brands and app developers, operating worldwide. Using our proprietary bidder and machine-learning algorithms, we offer transparent, performance-based, highly-targeted UA<\/a> and retargeting <\/a>solutions at scale with access to over 1 Million ad auctions per second.<\/p>\n\n\n\n

Persona.ly<\/a> strives to be more than just a vendor for its partners, but a partner that helps generate actual value, growth, and broad marketing insights that can be used across channels. <\/p>\n\n\n\n

Campaign Goals<\/strong><\/h2>\n\n\n\n

Persona.ly worked together with Wondersquad to promote their RPG Tower Defence Game 33RD: Random Defense<\/a> on Android in Korea, with the emphasis being on acquiring users with high rates of retention. <\/p>\n\n\n\n

Process<\/strong><\/h2>\n\n\n\n

When we started running our UA campaigns for 33RD, our initial approach was to target look-a-like audiences generated around the different gameplay aspects and features that comprise the core gameplay loop of 33RD – tower-defense, RPG & RTS (real-time strategy) elements, as well as the \u2018cute animals\u2019 theme.<\/p>\n\n\n\n

Being such a unique combination of all these aspects, our look-a-like audiences<\/a> were able to capture users that showed a lot of interest in 33RD and drew significant install traction since day 1, setting up the next stages of optimization and scaling to be straightforward.\u00a0<\/p>\n\n\n\n

Over the course of just several weeks, our team was able to scale UA for 33RD significantly, while beating the D7 Retention KPI<\/a> by ~40%, and showing rates 2x higher than other paid sources at the same time.<\/p>\n\n\n\n

Results<\/h2>\n\n\n
\n
\"\"<\/figure><\/div>\n\n\n

As soon as campaigns started our D7 retention rate was already over 10% than the KPI, and on week 2, we were able to beat it by close to 40%, in parallel, the high retention users paid dividends allowing us to reach 45% D7 KPI. <\/p>\n\n\n

\n
\"\"<\/figure><\/div>\n\n\n

Throughout the first month of running campaigns for 33RD, our D7 retention rate exceeded both other paid sources by nearly 100% and organic by 65%, proving that our approach resulted in significantly more engaged users. <\/p>\n\n\n\n

\n

\"\" <\/p>\n\n\n\n

\u201cThrough the easy and fast onboarding process, the campaign launched in a short period of time outperformed my expectations, so I knew that Person.ly is a great DSP<\/a>. I wish you all the best in the future.\u201d <\/p>\nSeo Kwanhee, CEO @ Wondersquad <\/cite><\/blockquote>\n\n\n\n

\n

\"\"<\/p>\n\n\n\n

\u201cWhile running this campaign with Wonder Squad, the active support of CEO Kwanhee Seo and the marketing team was an important opportunity to bring about this result, and I am delighted to make another case study in Persona.ly through the successful campaigns for the tower defense game, 33RD: Random Defense.\u201d <\/p>\nMyong Ryu, Head of APAC @ Persona.ly <\/cite><\/blockquote>\n","protected":false},"excerpt":{"rendered":"

Download the PDF version of the case study. Wondersquad Intro Founded in 2016, Wondersquad is a brilliant collective of creators that create engaging mobile game experiences for hundreds of thousands of users around the world. As a small and tightly knit team based in Korea, they dream of creating games that “transcend age, culture and … <\/p>\n

Continue reading “How We Reached 45% D7 ROAS for 33RD: Random Defense”<\/span><\/a><\/p>\n","protected":false},"author":8,"featured_media":2375,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":[],"categories":[297],"tags":[181,20],"acf":[],"yoast_head":"\nHow We Reached 45% D7 ROAS for 33RD: Random Defense | Persona.ly - The Weekly Retention<\/title>\n<meta name=\"description\" content=\"Download the PDF version of the case study. 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