Ad Campaign - Facebook ads

The Game of Humanity is an online educational board game. It features mechanics that will test the human nature of its players while taking them on a journey through human evolution. The founder of the project was searching for an experienced marketer that could plan and develop an outreach strategy for the game. We started working together in February 2018.

After the initial research and strategy, we developed the resulting organic campaign for two months.

The strategies managed to get a good amount of organic reach. Twitter started generating referrals very soon and by the second month, the account had gained around 200 new followers. The website was getting constant traffic. However, registrations where low.

We always launch a new campaign looking to achieve direct results. This is not easy for free campaigns, that's where the platforms make their money after all. Not getting steady registrations with the basic campaign was less than ideal, but not surprising. This is where keeping track of the metrics pays off.

The wide-reaching content campaign made it possible to gain many valuable demographics about the engaged users. When Google analytics had enough data to start producing reliable reports it was time for committing to a paid campaign.

All the indirect results generated by the content campaign so far allowed us to create a consumer profile. There are a lot of options and competitors in digital advertising, users are exposed to vast amounts of ads every day. You want to make sure your ads get to the right people at the right time. We launched a Facebook campaign with the goal of driving traffic to the site.

The consumer profile proved to be effective and registrations started looking up. The best part was the sustainability. Over the next two weeks, we saw a steady conversion rate. After that, the campaign became a textbook example. Consistent data and evident responses to changes in the strategy. Thanks to those changes, the next run of the traffic campaign ended up being 20% more efficient.

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Ad Campaign - Facebook ads

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