Zynga

Success Story

Getting players back into the game

Using Facebook’s mobile app ads to promote its first ever in-game event for FarmVille 2: Country Escape, Zynga reached over a million players in 25 countries and achieved a 5.6X net return on ad spend in 3 days.
  • 5.6X net return on ad spend in 3 days
  • 1.2 million unique users reached an average of 1.2 times
  • 2,285 mobile app reinstalls on new devices at $3.90 eCPI

Their Story

Connecting the world through games

Zynga was founded in July 2007 with the mission of connecting the world through games. Dedicated to delivering consumers fun entertainment experiences that connect them with their friends and family, Zynga has become one of the largest developers of social games.

Their Goal

Engaging lapsed players

Zynga wanted to re-engage lapsed payers and players in 25 countries for its top-grossing game, bringing them back to the franchise and encouraging first-time conversions. The company ran a special in-game event—the first sale ever conducted for FarmVille 2: Country Escape—and used Facebook Ads to promote it globally.
Based on the phenomenal success of this campaign, Zynga—now more than ever—is focused on making player re-engagement an ongoing, critical part of our mobile marketing strategy.
Jennifer Nuckles, Chief Marketing Officer, Zynga

Their Solution

Getting back into the game

To reach paying players and non-paying players, Zynga leveraged Facebook’s Custom Audience from your mobile app tool to reach players who had lapsed. First, the team set up App Events to track players who installed the game and made purchases in it. This allowed them to create lists of paying and non-paying players who hadn’t used the game for a while.
With this audience in mind, Zynga advertised a 10%-off discount for one day only. This campaign leveraged localized creative and messaging in 13 languages to reach a global audience, including a “Play Now” call-to-action button to encourage immediate action.
Zynga used Facebook ad products to achieve this goal: mobile app ads and photo ads (from the app’s Facebook Page) that included a call-to-action to download the game. The ad copy promoting the sale matched the “message of the day”: the first message players would see when they played the game.
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Their Success

Fielding great results

Zynga’s one-day campaign in November 2014 was hugely successful. Lapsed payers re-engaged and resumed monetization, and many people who had never spent money in the game were converted to first-time payers.
Zynga plans to continue running user acquisition and engagement campaigns on Facebook for all of its apps.
  • Net 5.6X return on investment in 3 days
  • 1.2 million unique users reached an average of 1.2 times
  • 2,285 mobile app reinstalls on new devices at $3.90 eCPI
Facebook is the partner of choice to help a fun game grow into a better business. Only Facebook delivers both scale and quality to get, keep and grow customers for your business.
John Dionisio, Senior Director of Performance Marketing, Zynga