Tilting Point Case Study - Adventure Escape

Case Study | Mobile App Retargeting

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Company Overview

Scaling and Optimizing the Most Efficient Segments Based on eCPA and ROI Results

Tilting Point “POWERS UP your game” growing it to success. Tilting Point helps you scale your game using deep marketing and product expertise, cutting-edge technology, and a user acquisition/retargeting war chest. Then, keep the momentum going and TEAM UP to co-develop a new title together.

Adventure Escape Mysteries, published by Haiku Games, is an adventure game that allows players to experience the unique puzzles and critically-acclaimed stories enjoyed by tens of millions of players. Players can investigate cryptic clues, unravel a mystery, and solve puzzles in beautifully illustrated adventures! Players use their observation skills, deductive reasoning, and cunning to solve puzzles. Players collect treasures and tools, find clues, and enjoy an escape room experience from the comfort of their mobile device.

Challenge

Increasing Retention by Optimizing Efficient Segments

The main challenge in this retargeting campaign is to retain users after they have downloaded the app, with the aim of increasing the amount of levels a user has played.

As such, the challenge is to increase retention by scaling and optimizing the most efficient segments based on eCPA and ROI results, with the goal of achieving an ROI of 115% on Day 30.

Solution

Scaling and Optimizing the Most Efficient Segments Based on eCPA and ROI Results

• Targeting active users who have made a purchase and re-engaging these users to encourage continued purchases.

• Targeting churned users who have made a purchase and re-engaging these users back to the app to encourage additional purchases.

• Branching out segmentation to include separate timeframes and honing in on the most active users.

• Creating more granular segments to include users who have made purchase amounts above a specific threshold.

• Adding three separate creative variations with all ad formats, and swapping creatives out each month to enable creative refreshes within the campaign and avoid stagnation.

Results

Achieving ROI Goals Month over Month

With a monthly ROI goal of 115%, results landed well above that initial target in the first three months of the retargeting campaign, to then normalize right above the specific ROI goal for the remaining three-month periods shown. Month over month, ROI and scalability remained constant, allowing for consistent delivery of highly engaged users. Segmentation, creative rotation, and highly accurate audience targeting are what led to the ultimate success of this retargeting campaign, creating value for Tilting Point.

Month 1: 156.60% ROI (Day 30)

Month 2: 167.78% ROI (Day 30)

Month 3: 160.88% ROI (Day 30)

Month 4: 120.04% ROI (Day 30)

Month 5: 115.25% ROI (Day 30)

Month 6: 125.63% ROI (Day 30)

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