High-Impact Lock Screen Creative

Interspersed with the personalized newsfeed of Glance users, the campaign creative were designed to provide a rich, full-screen brand experience on their primary device’s lock screen. With Sachin and the prize money prominently placed across all creative, the campaign managed to capture the attention and intent of prospective fantasy gamers. And, every time a user wished to download the app, the one-click install feature (OCI) on Glance enabled them to directly download it on their phone without the hassle of going to a website or the play/app store. The creative were refreshed every 4-5 days.

Optimizations that Delivered Results

Glance deployed a number of innovative optimization strategies to deliver on the acquisition goals.  

1. The high-impact lock screen creative were delivered to Glance users from 8 am to 10 pm during doubleheaders (back to back games in a day) to maximize reach and conversions, with an increase In frequency 2-3 hours before a match.
2. Users who had registered just before a match were retargeted during match time to nudge them towards increasing their investments and maximizing their wins.
3. Through appographic targeting, the brand targeted Glance users who had competitor apps, resulting in an excellent install to purchase rate.
4. Glance constantly ran geo-, day-, and time-based optimizations and leveraged a variety of audience segments to enhance the quality of user acquisition.
5. The campaign deployed deep links to enhance the registrations by 22% and investments by 66%.