Success Story

Voodoo’s IPMs increased by 50% with Smadex’s
creative analysis

Voodoo, a leading French developer of hyper casual games, sought to increase market share for their app, Mob Control, a hybrid casual game with over 10 million downloads worldwide. Voodoo is no stranger to app promotion, with downloads well into the billions through global successes such as Helix Jump, Paper.io 2, and Aquapark.io. Voodoo partnered with Smadex since the beginning of 2023, running iOS campaigns in the US for Mob Control.

Results

Running creative tests led to identifying which creative elements had the most influence over performance. Smadex’s insights were shared with Voodoo, and through Smadex’s analysis, they were able to understand their creatives, discovering which elements generate more user engagement and increase the performance of their campaigns.

50% IPM Lift
15x CVR Increase

Voodoo’s campaigns with Smadex continue to perform outstandingly. Further, our findings and subsequent uplift have led to the addition of more of Voodoo’s titles, leveraging Smadex’s learnings. Smadex enabled significant success, and the main US campaign has since scaled by 145%.

The Opportunity

Smadex’s continued commitment to delivering excellent results for their customers led to digging a little deeper to uncover potential growth through new strategies specifically developed for the Mob Control campaign.

The Smadex team recognized that Ad Creative plays a crucial role in driving further success for Voodoo and knew that unlocking the full potential of the campaign would require a deeper understanding of all the creative elements involved. Smadex performed creative analysis to identify the best-performing elements within the Ad Creatives with the goal of exponentially increasing the overall install per mille (IPM).

The Strategy

Smadex developed a strategy for Mytona to run Custom Product Page campaigns. The Smadex team set out with an objective to increase installs by improving page content for the key target audiences of Seekers Notes.

Using learnings from previous Mytona campaigns and Smadex’s proprietary performance algorithm, we were able to identify the best custom Creative and Content to engage and resonate with high-quality users. This was done through a series of tests to evaluate the performance.
Our team deployed and A/B tested different video ad creatives, ensuring that we had sufficient data for it to be statistically significant.

Group A presented users with a creative that matched the final product page.
Group B (the control group) was presented with a creative that did not match the product landing page.

After one month of testing, the impact on the campaign’s performance was analysed, and we found a clear winner with significantly improved performance.

Testing and Analysis

The analysis consisted of two parts: an overall creative analysis, and a look at how playables performed in the campaigns Voodoo was
running.

1. Creative Analysis

The Smadex team wanted to analyze creatives on a granular level. They wanted to understand how users interact with Mob Control’s ads to find the specific moments that were most engaging for users.

2. Playable Analysis

Learnings from previous campaigns taught Smadex’s team that using Playables is a very effective strategy, as they allow users to see how the game works without installing it. The team performed tests with payables to pinpoint where in an ad they were the most effective.

“Smadex’s expertise in mobile user acquisition and creative testing is unparalleled. Their rigorous analysis and insights helped us identify the specific creative elements that were driving performance, enabling us to optimize our campaigns and achieve great results. Smadex’s unwavering commitment to excellence and innovative approach to problem-solving make them an invaluable partner for any mobile marketer seeking to enhance their campaigns.”

Oğuz Ayar | Sr. User Acquisition Manager, Hybrid-Casual at Voodoo.io