01
Background
A major app developer in growth mode with multiple mobile gaming titles auditioned numerous performance marketing partners through its agency partner. After some test campaigns, Fluent quickly demonstrated the value and size of its community of engaged consumers and the developer initiated a direct relationship with Fluent in order to share insights and optimize campaigns in real time.
02
Objective
With ambitious ROAS targets nearly three times the typical goals Fluent sees from clients in the gaming vertical, this client was looking to achieve Day Zero ROAS goals for a game title that generates over 90% of its income with ad revenue. They also identified Day 7 retention goals that required a refined audience who engaged with the game for at least a week.
03
Solution
Determined to help this game developer level up their ROAS, Fluent began by casting a wide net with a single campaign on its rewarded Offerwall, analyzing the results to optimize the targeting strategy and identify which traffic sources were yielding the most ideal audiences. Fluent also received important demographic data from the client and deployed a survey to determine the types of games they individually preferred. Combining all these insights enabled Fluent to establish a Most Valuable Customer (MVC) profile to zero in on custom audience segments most likely to download and play the game.
04
Results
All meaningful campaign metrics were exceeded and the campaign expanded to new markets and new game titles, amounting to six concurrent campaigns tailored to custom audiences. The client scaled the campaign significantly and Fluent right-priced audiences for maximum efficiency.
