The Challenge
Scatter Slots aimed to increase both upper-funnel and lower-funnel performance, even though their performance varied between different creatives. The main objective was to create holistic creatives that increased performance throughout their user funnel.
Consistently throughout the months, Scatter Slots allocated a significant portion of their budget to one existing creative called ‘Femida’, a long-running, successful creative that was showing early signs of performance fatigue.
Moreover, Murka sought to enhance the performance of their seasonal and holiday-themed creatives, aiming to maximize their impact and drive even stronger results.
The Approach
After a few mutual insight sessions, Alison.Ai was able to identify the most effective creative elements in Scatter Slots’ holiday creatives, as well as how to optimize ‘Femida’ to extend its life and increase its value.
The platform provided the following recommendations:
- Holiday creatives should contain coin elements
- Holiday creatives should include a character within them, specifically a female cartoon character
- Holiday creatives should focus on pure gameplay footage, including reels and win texts
- ‘Femida’ should remove reel spins and coins
- ‘Femida’ should visualize the theme of room more, and shorten the video length
- ‘Femida’ should be tested as a cinemagraph
‘Femida’ original → ‘Femida’ iteration
The Results
Scatter Slots largely showcased their leading game themes in their top creatives, spending the majority of their monthly budget on them.
Collaboration between Alison and Scatter Slots yielded two major results:
- Successful iterations on existing top-performing creatives, which led to higher IPM and higher ROAS.
- New concepts taking advantage of Scatter Slots’ previously untapped successful creative elements.
In the first 3 months of iterations, performance improved both in the upper and lower funnel:
- Iterations on top-performing creatives increased in IPM by 16% in February 2023, then by 171% in March 2023, with an additional 71% in ROAS, compared to the original creatives.
- New creative concepts built based upon Alison’s recommendations for upper-funnel results (Installs and IPM) yielded 92% higher IPM than the account average in February 2023, then 122% higher IPM in March 2023, and 121% higher IPM in April 2023.
- New creative concepts built based upon Alison’s recommendations for lower-funnel results (ROAS) yielded 68% higher ROAS than the account average in March 2023.
