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In this article, we give you the behind-the-scenes of how we helped Genfanad, a browser-based MMORPG indie game, hit its marketing goals out of the park.
But first, here’s a little bit on what Campaign Cooperative is all about!
About Campaign Cooperative
Campaign Cooperative is a marketing agency that works only with indie games. We are a team of expert marketers, yes, but, at our core, we are gamers. Just like you. This means we understand the market – more than anybody else – so we know what marketing strategies work (and which ones don’t). We will take care of the entire marketing process and get you the players you deserve.
We are a full-service marketing agency with a range of services: influencer marketing, paid ads, press releases, Steam page optimization, and more. The best part? We do all of this on a budget!
Now, on to the success story.
Strategies used to help Genfanad achieve success
The problem: The developers of Genfanad, a browser-based MMORPG, came to us with a problem. They had set up a Kickstarter page to crowdfund the development process and needed our help to market their game and achieve their funding goals. Additionally, they also wanted to grow their email list. And all of this had to be done in a time crunch.
The solution: With not a lot of time left, we dove in straight away. We had already worked with the developers of Genfanad in running a highly successful PR campaign, so we already had the data about their target audience.
For this campaign, our main strategy was to run highly-targeted paid ads. After carrying out some research into their competitors, we identified what set Genfanad apart: the game's humor and old-school themes. We decided that these strengths would be front-and-center in our ads campaign.
Next up on our agenda was testing various ad and copy variants across several social media platforms, such as Twitter, Reddit and Facebook. The goal was to see which variants performed better and where, so that our clients would have a higher chance of success. After rigorous testing, we settled on Facebook as the winner. Now, it was time to launch the campaign.
We focused all our efforts on running the ads on Facebook. The campaign was highly successful right off the bat. Within just 24 hours, Genfanad's Kickstarter was fully funded! By the end of the month, they had amassed double the funds they needed, hitting an incredible 200% of their Kickstarter goal! We were also able to earn them hundreds of mailing list sign-ups at just 40% of the average industry cost per lead!
Overall, it was a roaring success.