A Self-care mobile indie game
All creatives are property of Cozy Game Studio
New role & challenges
They knew she had limited UA experience and now the fate of the game relied on her ability to produce a CPI lower than $1.00.
Breaking the story code of a self-care mobile indie game, how to find and resonate with your players.
Video edited in After Effects, using gameplay recorded with OBS in Unity, overlays created in Photoshop, animations from Spine and After Effects. Exported with Media Encoder into 4 resolutions.
What she did
The 4 most impactful skills
Created templates in Photoshop and After Effects, able to export multiple unique variations and 4+ resolutions, using just one graphic asset or video. Resulting in a total of 33 videos and 40 graphics in 1½ month.
Selected keywords through keyword planning based on existing story and themes. Creating 20+ variations of titles, descriptions and other copy used for campaigns, content and on Google Play Store.
Created specific templates, color palettes, typography choices, and other detailed instructions. For a coherent workflow and visual style matching the style of game.
Acquired the knowledge necessary to set up and utilize AppsFlyer. Tracking key performance indicators (CPI & Cost) from Google Ads, Meta and TikTok Ads.
Breaking the story code
Telling one story, while shifting the focus allows for a large variety and exploration.
To enable broad performance testing with minimal production time, she created ads that could be easily repurposed into a number of variants.
Multi-Platform Thumbnails
Driving clicks and expanding reach through strategic design.
Created in Photoshop using art asset from the game, Unity gameplay captures and still frames.
Failure is always an option
It’s like waiting on the other side of the door while your teacher and proctor decide whether you will pass or not.
Only this time, the door is a login button, and the grade updates hourly each day for 14 days.
It ended with a pass, as the CPI came in far below the $1 target.
