Addams Family: Mystery Mansion
Challenge
The Addams Family: Mystery Mansion needed to improve audience interaction across the board, with an emphasis on overall IPM.
Solution
MultiVid
Services Provided
Strategy & Positioning, Video Production, MultiVid, UA Strategy, ROAS Optimization
Results
Multivariate testing and new, engaging advertising creative that was optimized around aspects of the license and game that resonated most with the audience.
By The Numbers
CVR: 70.6%
CTR: 3.5%
IPM: 74.6%
Why MultiVid?
Quickly create multiple versions of ads to facilitate:
- Multivariate Testing
- Localization
- Distribution
- Reporting
MultiVid Example
THE PROBLEM
Too many ads needed
Example
3 characters, 3 gameplay, 3 audio choices, 7 languages, 2 platforms, 4 sizes:
3x3x3xx7x2x4 = 1512 videos required!
THE SOLUTION
MultiVid Automation
Multivariate Ad Testing
27 ads tested for best performing top funnel
- Network: Facebook
- Country: US
Audience: Top LALs
Input: Configuring Video Elements
27 Ads Created From These Combinations
A Winning Combination
Best Performing Top Funnel
Winning Attributes:
- Opening Character: Gomez
- Gameplay: “Expand into New Zones”
- CTA Character: Morticia
Previous KPIs:
- CTR: 1.7%
- CVR: 66%
- IPM: 11.4
Winning KPIs:
- CTR: 2.9% (70.6% increase)
- CVR: 68.3% (3.5% increase)
- IPM: 19.9 (74.6% increase)
Reporting – Custom Dashboards for Client Access
