XFLAG, Inc. had used Facebook ads for some time to bring back dormant users to its mobile game Monster Strike, but by introducing ads in Instagram feed as well, it attracted even more layers back to the game and demonstrated Instagram’s effectiveness.
Monster Strike is a monster-hunting roleplaying game for smartphone, featuring a catapult mechanic, that can be played by up to 4 friends or family members at once. It was first released in Japan in October 2013. As of March 2018, the app boasts more than 45 million users worldwide. In addition to Japan, the app is available in Taiwan, Hong Kong, Macau and China.
increase in number of impressions
increase in number of unique mobile app sessions
decrease in cost per action (unique app session)
Monster Strike has a broad user base in Japan and elsewhere, spanning multiple demographics. XFLAG, Inc. had already been running Facebook ads to spur player re-engagement. For this campaign focused on Japan, it wanted to try ads in Instagram feed as well to see if it would reach a wider audience and bring back even more users than before.
XFLAG, Inc. had already been using Facebook and other ads to bring back dormant Monster Strike users. With this new campaign, it chose to introduce Instagram ads as well and capitalize on Instagram’s growing user base. The objective was to bring back more players than before, and to improve ad delivery.
The company used a split test to explore how effective adding Instagram to its current practices could be, comparing an existing Audience Network campaign with its new campaign, which also incorporated Instagram.
The campaign resulted in a 51% increase in impressions and a 61% increase in unique mobile app sessions with Instagram, compared to without Instagram. The cost per action (for a unique mobile app session) was also reduced by 38%.