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 million users and resulted in a 35-point increase in ad recall, a 17-point increase in brand favorability and a 14-point increase in purchase intent.
In a statement, Matt Small, vice president of consumer marketing at Activision, commented:
We wanted to develop ads that looked and felt native to these platforms for gamers. It paid off. The custom creative for Facebook and Instagram made all the difference for this reveal campaign. We were able to see fantastic ad recall, favorability and, perhaps most important, strong purchase intent.
Destiny 2 will launch on PlayStation 4 and Xbox One Sept. 6 and on PC Oct. 24.
Featured image courtesy of the Destiny Facebook page.