“There is no way we could have conducted this many tests and grown the app without Kenshoo Apps. We are always on the lookout for best-in-class solutions to help us run our Facebook app campaigns, but other tools don’t even come close to the sophistication of Kenshoo Apps"
- Elena Tsarkova, Senior User Acquisition Manager - Wooga

30 %
Decrease in eCPI
20 %
Increase in ROI

Background

Wooga, part of Playtika, is a mobile-first game developer in Berlin, Germany. The company develops free-to-play mobile and social games for mobile devices and has been working with Kenshoo since 2016 to optimize performance on Facebook for popular games such as June’s Journey, Pearl’s Peril & Bubble Island.

Challenge

June’s Journey became the world’s number one hidden object game in 2019. And in 2020 Wooga had big ambitions to grow the app even further. In Q1 2020, additional budget was made available to support the growth targets so long as daily retention and ROAS targets, as well as longer-term profitability goals, were being met.

Solution

With hundreds of active campaigns running across Facebook globally, the team had to quickly understand which combination of optimization strategies, creative and audiences worked best in each market. 

Without a tool like Kenshoo Apps, this would have involved hours of manual setup, testing and exploration. However, using Kenshoo Apps, the team was able to:

  • Quickly upload all of its new creatives, across all markets, onto Facebook saving hours of time
  • Promptly react to poorly performing campaign performance and make actions in bulk where necessary
  • Refresh creatives more often to avoid creative ad fatigue
  • Run split tests to see how different creative formats (video, image based and playables) perform. This gave the team valuable insights into what works best and has resulted in them focusing more budget away from video and onto static images which are easier and cheaper to produce.

Results

Automating the time-consuming elements of the testing process freed the team up to focus on optimizing performance. 

Thanks to Kenshoo Apps, and careful analysis of the market situation, in Q1 2020 June’s Journey saw:

  • 30% decrease in eCPI
  • 20% increase in ROI
  • 200% increase in media spend

Challenge

  • After June’s Journey became the world’s number one hidden object game in 2019, Wooga had big ambitions to grow the app even further during 2020.

Solution

  • With Kenshoo Apps the team was able to test which combination of optimization strategies, creative and audiences worked best in each market – at scale.

Results

  • 30% decrease in eCPI
  • 20% increase in ROI
  • 200% increase in media spend