Driving User Acquisition through Facebook Marketing
Establishing Facebook as a major user acquisition channel for WinZO while maintaining CAC and ROI
Brief
WinZO, a leading real money gaming (RMG) platform, offers over 80 games spanning casual, card, and fantasy genres. Performance marketing is crucial for user acquisition, with Facebook and Google being primary ad platforms.
Objective
Establish Facebook as a major user acquisition platform while maintaining Cost of Acquisition (CAC) and ensuring a positive Return on Investment (ROI).
Key Insights
- Facebook and Instagram had significant penetration in Tier 2 cities.
- Push-based product needed to capture user attention within social feeds.
- Poor traffic quality from Google Display Network made Facebook crucial.
- Regional targeting and creative optimization were key success factors.
Strategy
Technical Implementation
- Implemented Conversion API for event passbacks.
- Enhanced website performance specific to Facebook.
- Optimized campaigns on deeper funnel metrics.
Regional Strategy
- Developed separate KPIs for each region.
- Created region-specific creatives.
- Integrated locally relevant nuances.
Campaign Optimization
- Multiple campaigns with different goals and settings.
- Ran multiple A/B testing experiments.
- Implemented retargeting campaigns.
Results
User Acquisition
50%+
CAC Reduction
-30%
Scale Increase
15x
Total Users
100M+
My Role
As the point of contact (POC) for Facebook, I was responsible for the entire planning and execution of the Facebook marketing strategy.
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