Building Brand Awareness of an Online Game in the Russian Market
Increase awareness of the online game Black Desert in the Russian market and generate leads
Background
Black Desert Online is a massively multiplayer online role-playing game (MMORPG) developed by the Korean company Pearl Abyss.
Goal
Increase awareness of the online game Black Desert in the Russian market and generate leads.
Solution
To increase brand awareness, we chose the biggest game and entertainment platforms in Russia, GoHa and PlayGround. We suggested several options for site coverage: branding (the website’s back layer), banners, and native advertising.
Also, we announced news and updates on GoHa, PlayGround, and GameGuru. All the articles were written by professional gamers and editors of gaming platforms.
To increase brand awareness, promote the brand on social media, and attract more subscribers, we chose targeted advertising on the biggest Russian social networks, VKontakte and Odnoklassniki, and also placed banners on local online game websites.
Every time a new character appeared in the game, we adapted banners to different placements and created targeted ads for social media, gaming websites, and Yandex search.
We divided the audience into five groups and used location, demographics, interests, and devices to target interested gamers in Russia.
Results
Cross-Channel Ads Results:
Cross-channel ads help achieve and improve the campaign's goals. Unfortunately, we can’t disclose data on the users we attracted, but the client was 100% satisfied with the results.
Branding of Websites:
- Over 5,000,000 impressions on different game platforms.
- Over 50,000 banner clicks were recorded over 7 months.
Targeted Ads:
- More than 4,000,000 impressions on Social Media.
- More than 16,000 clicks on Social Media.
- More than 2,700,000 impressions on other local online game websites.
- Almost 10,000 clicks on other local online game websites.
