Platforms:

Champ21’s play store page (Android) was the destination of the campaign. We only placed ads on mobile devices.

Media Planning:

We started with targeting kids between the ages of 13 – 17 on Facebook, with not so flattering results. It didn’t take long enough to figure out what went wrong. We conducted a quick study with kids and parents, then changed our approach. We then targeted parents instead. CTR (Click Through Rate) among parents was three times than that of children and CPC (Cost Per Click) was half of that of the previous targeting.

Content Strategy:

We received a few creatives from Champs21 team and created multiple versions of the same design (changed color scheme and size for banner ads). We tested out visuals and CTAs (Call To Action) to optimize the budget accordingly.