Case Study: What the Hen! by Charged Monkey

Posted 2017-05-05

KPI's for users we got from Matchmade were double or triple of what we've seen with organic traffic. Results were so great we had to check our analytics setup for bugs.

Mathieu Zylberait, Marketing Manager @ Charged Monkey
What the Hen!

Game: What the Hen! - A mash-up of Tug-of-war and Collectible card game with a unique cartoonish visual style by Charged Monkey.

Campaign objectives: Grow the game's audience in key European markets like Germany, Italy and France by identifying YouTube channels with highly relevant audiences and offering custom goodies for the influencers' fans.

Targeting and matching: Our content matching algorithm identified 50+ influencers with audiences from their target countries that were very likely to enjoy the game. We also identified highly relevant channels with audiences all around the globe, but it was decided to focus on large European audiences for now.

Influencer collaboration: Participating influencers were offered the chance to provide a custom in-game greeting and goodies for their fans. This resulted in very positive reactions and even better in-game metrics from the fans.

Results: Initial results from the campaign were so positive Charged Monkey had to triple-check their analytics setup for bugs (none found.) Results have stayed strong throughout the campaign, and the customer eventually decided to dedicate a monthly budget to Matchmade and leave the campaign open-ended. The game rose from rank 200-500 in the strategy section to top 50 as a result of the campaign. All key metrics remain at double or triple compared to organic traffic.

ARPU

+92%

Free-to-paying conversion

+231%

D1 retention

+100%

D7 retention

+182%

Install chart
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