Wargaming Drives Global Brand Awareness for World of Tanks Game
Delivering Legendary Online Games
Wargaming is an award-winning online game developer and publisher, and one of the leaders in the free-to-play MMO market across PC, console, and mobile. They feature a catalog of popular titles including World of Warships, World of Warplanes, and their flagship game World of Tanks. Operating in countries around the world, Wargaming’s mission is to deliver online games globally, with passion.
Battling for Brand Awareness
In the competitive online gaming industry, Wargaming faces an ongoing battle for consumer attention and engagement. Despite this challenge, it’s important to maintain a high level of brand awareness across all of Wargaming’s global markets. That’s why they teamed up with Marin Social to run ads for World of Tanks across 7 countries spanning the United Kingdom and Europe.
A Strategic Solution
Wargaming decided to run Twitter Promoted Video ads, a format perfectly suited for showcasing World of Tank’s stunning graphics and exciting gameplay sequences. Then, with an objective of driving low-cost video views, they set to work building their campaigns.
First, Wargaming created Twitter Tailored Audiences to target existing customers in France, the Czech Republic, Spain, Turkey, Germany, the United Kingdom and Ireland. With help from Marin Social’s advanced targeting settings, they were able to optimize for relevance and click-through rates. Next, Wargaming used Marin Social’s intuitive bulk creation tool to build a large number of campaigns featuring three different video creatives designed for viral appeal. Marin Social’s user-friendly navigation, plus the ability to quickly duplicate and edit campaigns, introduced major time-savings.
Finally, once the campaigns were up and running, Wargaming leveraged Marin Social’s powerful suite of real-time reporting and analytics. Pivot tables and charting allowed the team to gain deeper insights into how the World of Tanks campaigns were performing, so they could continually optimize.
Wargaming’s Twitter campaigns promoting World of Tanks have been extremely successful. The team was able to drive measurable lift in brand awareness while also hitting profitable click-through rates and costs per video view.
Specific results include:
- 0.09€ cost per video view
- 300,000+ impressions
- 1,000+ engagements