Dynamic ads driving great ROI
Online gaming company Casumo has a loyal and committed following, but in a competitive and dynamic market it needed to drive brand growth by increasing its players’ onsite activity and their account deposits. To do this, it had to learn more about its customers: where they are, what they do, and when best to engage with them.
Working with us, the brand explored the hypothesis that weather would have a strong impact on consumer engagement. Analysis of weather patterns against onsite activity in selected UK cities proved that on bad weather days play increased and higher deposits were made. Using this insight, a real-time weather API was linked to Facebook’s API to enable dynamic automated ads to be shown depending on the weather in the area where they were being viewed.
The UK was split into nine regions and relevant creative treatments delivered based on meteorological conditions. This resulted in an immediate increase in sign-ups, larger deposits being made, and significant engagement by new Casumo customers. The campaign produced an ROI five times higher than any other campaign and a greater number of new visitors compared to activity that didn’t use weather data.