Fans Pass | Female mobile game launch optimization case, how to increase daily activation by 2 times!

In recent years, "2D" has become more and more mainstream from a niche group, and snatching this part of the population seems to have become the key for companies or brands to capture young people. What do they like? What methods can be used to attract them?

Today, we will take the female mobile game - Idol Dream Festival as an example to talk about how to capture the hearts of cute two-dimensional girls!

About Idol Dream Festival

The game is written by the famous light novel writer Hihihi, and 300+ well-known game voice actors are helping out. It uses "live2D" technology to make the characters more vivid. It is an idol-development mobile game for females, centered around the theme of "youth, idols, and high school students."

Advantages: The rise of the female market ; it was launched in Japan in advance, ranked in the top five best-sellers, and has high popularity; the product itself has good quality in terms of graphics, voice actors, plot, etc.

Disadvantages: Despite Tencent's support, the brand appeal is weak; compared with existing mainstream games, the gameplay is niche and the player interaction is poor; the product positioning is niche, the target group range is small, and the tastes vary greatly

Opportunities: The gameplay is fresh and focuses on idol development; there is a gap in the market for high-quality female-oriented mobile games, so you can take advantage of this opportunity; the graphics, voice actors, and plot are full of sincerity

Threats: The product has been launched in Japan and has been released by Tencent for a period of time, and has reached a certain population coverage; the relevant competing products have been online for a long time and have cultivated a group of loyal fans

1. Female users account for 70%

2. From core fans of the ACG world to pan-entertainment users of animation and COS stars

3. Four major G-spots of 2D players for games

Search terms, pictures, GIFs, videos, news... prepare various materials that can be used for later release in advance. The process of searching for materials is the process of understanding the product. Only by fully understanding the product and user psychology can you think of the most effective form of advertising!

After testing the focus of ACG players on games and the ideas for advertising, advertising can be concentrated on the following keywords : light novel, development, painting style, voice actor, idol, and playing

1. Everyone is playing

Advertising copy : Highlight how many new people have joined today, and induce users to click on the download link without any trace of advertising.

Results of the campaign: interaction rate 0.54%, interaction cost 4.13 yuan, activation cost 39.4 yuan, the activation cost is relatively high!

Reasons for analysis: The copy is too long, trying to include all the game features, resulting in a lack of focus; the illustrations are too messy, the characters are disorganized, and the beautiful graphics of the game are not visible

2. Painting style

Advertising copy: Highlight the interaction with friends, very Japanese pictures, induce Japanese comics to click the download link, and make full use of the power of word of mouth and secondary dissemination

Results of the campaign: interaction rate 0.82%, interaction cost 3.69 yuan, activation cost 40.6 yuan, the activation cost is still relatively high!

Reasons for analysis: The copywriting is not very inductive. Although it is closely related to the style of the second dimension, the theme of the copywriting is not clear and the download induction copywriting is not obvious; the accompanying pictures are not interesting to non-second dimension users.

3. Light novels

Advertising copy: Focus on the exquisite game pictures, and use the "games that should not be missed in the second dimension" to induce users to download the second dimension identity label to drive a sense of identity and arouse users' desire to download!

Results of the campaign: interaction rate 1.03%, interaction cost 3.36 yuan, activation cost 37.8 yuan, the activation cost is still relatively high!

Reasons for analysis: The copy is too long and the key points are not highlighted; the pictures are too messy, the characters are disorganized, and the beautiful pictures of the game cannot be seen

The pictures are beautiful, simple and crude; the copywriting is highly misleading, only girls can download

Use the idea of ​​competing products to directly target precise groups of people

After testing each ad creative and delivery plan separately, we finally achieved remarkable results, with the number of daily activations increasing from 600 to around 1,200.

After going through >40 versions of materials and >300 plans, I finally found a way to launch the game.

1. Launch preparation period: product research, material collection, and preparation of no less than 7 sets of materials with different styles for early test materials;

2. Material testing: Test the materials according to the plan, limit the budget to 50, and test them one by one, and analyze and compare the subsequent effect data ;

3. Delivery optimization period: Compare different plans and different materials based on real-time data, rethink the advertising materials and conduct a new round of delivery;

4. Stable update period: keep trying new materials, proofread data with customers every hour, and make adjustments in real time.

If you need to place an advertisement, please contact Qinggua Media official

Mobile application product promotion service: APP promotion service Qinggua Media advertising

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