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.
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.
lift in return on ad spend
decrease in cost per app install
decrease in cost per first purchase acquisition
of total iOS revenue came from Instagram Stories
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.
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