Farm Heroes Saga
Facebook Ad Set
Editing for Performance
At Tubescience, I had the opportunity of working on Facebook Ad Sets for King, creator of the global mobile gaming sensation Candy Crush Saga. They had a newer game, Farm Heroes Saga, and needed ads that could help them reach a wider audience. I worked closely with a team of talented individuals to edit Facebook ads that could deliver top notch performance for King’s global audience. In the end, the ads I edited not only succeeded in early trials, but exceeded expectations and performed on par with the client’s own all-time top performing control ad. For a huge client that had just recently signed on, this was fantastic news.
Engaged with knowledgeable producers and editors to understand the needs of the edit
Self-recorded all gameplay footage for specific scenarios using a developer version of the game
Adapted producer requests and initiated on graphics creation
Animated transitions to ensure a seamless visual experience between the different segments of the ad
It started with a creative brief
Put together by the Creative Producer I was working with, then handed off to me to work out the edit. With some good back and forth between the producer and I, a few graphics requests and feedback lunches with the editing team, the ad set began to take shape.
The Final Set
As an editor, engagement and thumbstop were my top 2 priorities, and as far as ad performance, the two things I had the most control over. To help the ads succeed I worked hard to come up with creative solutions to these problems, seeking and implementing feedback from peers and managers, and referencing winning ads from similar projects.
Contributed original design concepts.
Implemented proven ideas from my team.
Worked in the different elements of the brief to form a cohesive set of variations.
Ensured each ad was consistent with the brief and as engaging as possible.
The Data
After client approval, the ad set went live on Facebook. After the initial 2 weeks, exceptional results started coming in through ads manager, and the team was thrilled.
Our KPI was Impressions to Installs (ITI) - the target was .14%
After over 31k impressions, the average ITI was .34%, just behind the client’s top performer at .35%
Thumbstop also performed well, with an average of 9.12% compared to the client’s 10.82%
kind words from good people
“It’s always a pleasure to work with John. He’s quick to understand the assignment, detailed in his approach, and creative in his execution. He’s a skilled motion designer and editor with a slick aesthetic and a keen eye. He’s also super collaborative and just a good all-around human. Looking forward to our next project together.”
— Regi Jacob | Creative Director, workhuman
“I love working with John because he is able to take your message and portray it clearly and creatively all the while keeping your target audience in mind. In my experience, that's a rare blend of ability and expertise.
John has the uncanny ability to quickly discern what you want communicated and then use his expertise in motion graphics to grab the attention of your target group. He's on time and on budget.
Anytime I have need of a graphic illustrator/motion graphics artist John is always my first call. It's difficult to find people who are as dedicated to your project as you are but I've always found that to be true of John. You simply won't find someone as dedicated to getting your message out clearly and creatively as he is. Stop looking. You've found your motion graphics guy.”