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Challenge

The mobile User Acquisition team at WB Games was tasked with launching and scaling two major global game launches – Middle-earth: Shadow of War and Game of Thrones: Conquest – within weeks of each other.

Solution

An active user of Kenshoo Apps, WB Games worked closely with its Client Success team to profitably scale its Facebook UA programs for both games. Kenshoo Apps had four capabilities that WB Games adopted over the first month of its campaigns:

Kenshoo Apps’s Campaign Creation Flow enabled campaign creation at scale, which provided the efficiency WB Games needed to pump out the high volume of ads necessary to simultaneously support two global game launches;

Kenshoo’s Machine-Learning Optimization automatically managed bids and budgets for all ads which helped the team save time;

Leveraging Kenshoo’s Analytics Suite, WB Games gained visibility into detailed, actionable performance insights (such as cohort analysis) in many different creative and targeting dimensions

And finally, WB Games optimized its creatives in bulk with the Creative Refresh flow.  This capability was imperative for the team, as continually keeping their campaigns performing at a healthy rate while telling a clear, concise story to players was critical.

Results

Using Kenshoo Apps, WB Games’ mobile User Acquisition team was able to support the launches of both Middle-earth: Shadow of War and Game of Thrones: Conquest and in the same month! Leveraging an engaging, responsive and dedicated Client Success team from Kenshoo, along with the Kenshoo Apps technology, WB Games achieved levels of scale and success that would not have been possible alone.

Challenge

  • Scale 2 mobile app campaigns on Facebook
  • Scale game launches globally in 1 month

Solution

  • Kenshoo Apps
  • Campaign Creation Flow
  • Machine-Learning Optimization
  • Analytics Suite
  • Creative Refresh

Results

  • Launches 2 mobile app campaigns globally in 1 month
  • Achieved scale that would not have been possible alone


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