The holiday season in Japan is a time when people purchase new mobile devices and application downloads surge. To capitalise on this consumer behaviour, mobile internet company Cheetah Mobile sought to raise brand awareness and drive downloads for its mobile game app Tap Tap Fish: AbyssRium (@abyssrium).
However, as competition between mobile apps is particularly high during this period — especially with key holidays such as Christmas and New Year’s Day occurring consecutively — the company needed to reach its gaming audience in a unique way. Faced with heated competition, @abyssrium took to Twitter to launch a branding and performance campaign to boost awareness and engagement.
To maximise results throughout the holiday season, @abyssrium took an approach that combined both branding and performance tactics for its #アビスリウムよいお年を (#AbyssriumHaveAGoodYear) campaign on Twitter. Five short-form video creatives were developed for the mobile app promotion campaign and amplified via First View on 16 December in order to drive massive reach and awareness for the game. The videos were housed within Twitter’s Video App Cards to promote app downloads among new users and re-engage existing users.
In the second half of the campaign, @abyssrium worked to further engage audiences by encouraging them to participate in a lucky draw to win exclusive game prizes. In order to qualify, consumers had to Retweet any of the five key campaign Tweets and download the game through the link to the app store, using the install button on the Video App Card. @abyssrium then tracked campaign participants to determine the winners.