The Destiny 2 Reveal Campaign on Facebook Resulted in a 35-Point Increase in Ad Recall
The campaign reached 18.9 million users and resulted in a 17-point increase in brand favorability and a 14-point increase in purchase intent
Facebook released a case study touting the success video-game publisher Activision experienced with a recent advertising campaign for Destiny 2, its upcoming first-person-shooter release.
To start, Activision raised awareness of Destiny 2 across both Facebook and Instagram by releasing teaser and reveal game trailers as mobile-optimized ads in a square 1:1 format, complete with captions for sound-off autoplay. Activision targeted its videos to custom audiences based on audience segments created by Facebook’s console gaming team.
In the second part of the campaign, Activision launched carousel and link ads to reach users who had viewed the entire Destiny 2 game trailer, as well as users who had previously engaged with the original Destiny’s videos, fans of the Destiny Facebook page and Instagram profile and a “lookalike audience based on these groups.”
All told, the campaign reached 18.9
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