Angry Birds Journey - Rovio
Rovio. We’ve previously worked with Rovio on YouTube marketing campaigns for other Angry Birds titles, as well as their other games like their Match–3 title Small Town Murders and RPG adventure game Darkfire Heroes so were excited to expand our work into podcasts with them.
We were brought in as a key media partner to manage the podcast campaign for the global launch of Angry Birds Journey, ensuring the campaign was fully tracked via pixel implementation.
Focusing on an audience demographic of women aged 35+ based in the US, we turned to content verticals that we knew would perform well for this demographic, and specific podcast inventory that had delivered high ROI for other campaigns with a similar target demographic. We focused the campaign on true crime, parenting, gossip and relationship based podcasts.
From our own experience we know that dynamic podcast ads typically outperform baked-in ads, so we opt for dynamic ads wherever possible.
Over the campaign flight time, we successfully drove installs and ROI for Angry Birds Journey within US markets.
The Minds of Madness
#Momtruths with Cat and Nat