SOZAP

The Stockholm-based gaming company, with the help of marketing agency yellowHEAD, increased its return on ad spend by 82% after creating immersive video ads for Instagram Stories.

THE STORY
Gamechangers

Armed Heist is the flagship game of Sozap—an interactive entertainment company based in Sweden and with offices in Serbia. Sozap is committed to developing unique gaming experiences.

82%

lift in return on ad spend

45%

decrease in cost per app install

53%

decrease in cost per first purchase acquisition

68%

of total iOS revenue came from Instagram Stories

We partnered with the elite performance marketing company yellowHEAD. They came up with the solution of using Instagram Stories to reach our target audience in a different way, taking advantage of various features that ads in Instagram Stories offer. The results have been amazing!
RADE PROKOPOVIC, FOUNDER & CEO, SOZAP
THE GOAL
Boosting app installs

Sozap’s main goal was to increase app installs of Armed Heist. It also hoped to achieve a higher return on ad spend while lowering its cost per acquisition and first-purchase cost per acquisition.

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THE SOLUTION
A dedicated story

Sozap partnered with its agency yellowHEAD to create an eye-catching video campaign centred around an Armed Heist narrative. Following Instagram’s best practices, Sozap’s video introduced the Armed Heist brand clearly and immediately. It also fully fit the mobile screen, helping to immerse viewers in the game’s atmosphere. The scene changed continuously to keep people’s attention.

All of the ad creative elements were related to the Armed Heist brand, including a countdown bar that resembled a bomb wick and which slowly burned down, along with the Instagram Story bar. A faded motion blended around the Swipe Up call to action to help encourage people to swipe. The campaign was targeted to men and women aged 18–54 around the world.

yellowHEAD’s attention to detail in the Stories ad format led to impressive results for Sozap. The one-month campaign, running from May 15–June 15, 2019, achieved:

  • 82% lift in return on ad spend

  • 45% decrease in cost per app install

  • 53% decrease in first-purchase cost per acquisition

  • 68% of total iOS revenue came from Instagram Stories

Armed Heist is an exciting new game, but we were challenged with attracting the younger audience on Instagram. Since the Instagram Stories user experience is very different than that of other ads, we adjusted our creative and integrated some of the placement’s unique features. We found that ads in Stories can be great for gaining more engaged and valuable app users.
MAAYAN DAGAN HACKMI, VP MARKETING, YELLOWHEAD
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