Case Study
Up-leveling mobile game creative for Millennial women.
The Challenge
Standing out in a noisy and homogenous category.
After launching their Merge Mansion mobile game, Metacore was eager to keep momentum going with an awareness campaign targeting Millennial women players. Their ad agency, Wieden + Kennedy, turned to us for insights to fuel an ad campaign that would connect with this notoriously understudied group on a deeper level.
OUR Impact
Breaking the mobile gaming mold with a viral ad campaign.
We designed a custom, human-centered approach that broke the norms of casual games research and delivered richer, more actionable insights. Our findings enabled Merge Mansion to break the mobile gaming mold with an ad campaign that honored female gamers’ true motivations. “What is Grandma Hiding” features award-winning horror film actress Kathy Bates and adds a compelling layer of lore to the Merge Mansion game – so much so, fans even called on Metacore to make the game into a movie.
Metacore enjoyed a +100% increase in both downloads and search volume, a 460% spike in social media mentions, and 82M PR impressions from all the buzz surrounding the campaign.
