Skip to content Skip to footer
The Digital Cellar
The Digital Cellar
Close
Case Study

Donut King & Donut Rush

The Client

Donut King, brought back their hit mobile app game: Donut Rush

Objectives

  1. Main objective: App Installs
  2. Secondary objective: Drive brand awareness and engagement

TARGET AUDIENCE

  1. 18-34 year old (Gen Y and Gen Z)
  2. Australia wide

CAMPAIGN DURATION

17 October 2023 – 13 November 2022

CHALLENGES

At the time of ideation, app install measurement were not implemented properly yet.

PLATFORM AND CHANNEL

  1. BVOD
  2. YouTube
  3. Meta (Launch, Fixed Buy, and App Installs)
  4. TikTok

Strategy & Approach

Donut King brought back their hit game : Donut Rush. The purpose of the game was to lift relevance heading into the Christmas holiday seasons through a gamified consumer competition. The points redeemed in the game become vouchers that customers will use at Donut King stores around Australia. 

Out of the channels utilized, Meta were broken down further to 3 components: the launch campaign to bring up the initial hype surrounding the app, a fixed buy campaign to ensure a fix audience reach, and an app install campaign so audience can directly download the app. To assist on increasing awareness, engagements, and hype, the campaign also supported by influencers and organic activity.

Influencers and Organics -> Support by increasing awareness, engagements, and hype throughout the campaign

Notes: 

  • Users can bypass the above process. For example: they see a YouTube ad, but didn’t click and didn’t go to the landing page. However, they might go on to the app store and download directly.
  • During the campaign, there were developer issues that prevented optimization and tracking of iOS app downloads. As a result, the iOS campaign was optimized for clicks instead of downloads.

 

HIGHLIGHT

Media Investment

$181K

IMPRESSIONS

18.47 M

REACH

7.06 M

CPM

$8.90

Clicks

43 K

CTR

0.23%

New App Users

63,204

Cost / App Install*

$2.87

As the result of the campaign, we had over 18 million impressions, 90% more impressions than target and reach more than 7 million people. This was achieved due to efficient CPM across all platform. We also observed a strong CTR coming from all platforms resulting in nearly 43,000 clicks. Throughout this campaign period, Firebase recorded 63,204 new app users, resulting in a strong $2.87 cost / app install*.

*assuming the app installs recorded by Firebase were all attributable to the campaign activity.

Lessons Learned

  • It would be beneficial to implement more accurate martech practice to track and optimise fully. This includes an attribution model on both the website and Firebase to better understand conversion path
  • For Video-Related creatives in TikTok and Meta, it’ll be beneficial to optimize to both engagements and video views instead of only reach. This would lead to higher CPM which will lessen the delivery but would improve the video completion and engagement rate that would bring more hype and digital conversation across the board.
  • With a large part of the campaign set around redemption of prizes, it is recommended that the campaign is targeting around store locations. This will ensure that the spend is optimised around locations where people can access a DK store. Even if we extend the radius at the beginning part of the campaign.