In-game advertising campaign drives search uplift for Brazilian FMCG brand FOODZ
AdInMo and Foodz brand awareness campaign drives an 11.5% Google search increase
Foodz, which recently featured on business reality show Shark Tank, selected immersive in-game ads to increase awareness for its new packaging among a target audience of 25+ males in Brazil. The stand-out result from the two-week campaign drive was an increase in Google searches by 11.5%.
The success of the campaign is attributed to AdInMo’s InGamePlay ads, with Foodz taking the innovative approach to pause any other paid marketing during the campaign period to be able to measure the full funnel impact.
The InGamePlay ads featured in a variety of mobile games where placements which blend into each game’s individual environment through digital billboards, posters and building ads, for example.
InGamePlay ads are an increasingly popular ad format in the marketing mix for brands and advertisers to reach incremental audiences that are highly engaged.
Brazil is the largest games market in Latin America, and the fifth largest market in the mobile gaming world by player, making it an innovative and effective media channel for brands to target hard-to-reach audiences through their programmatic spend.
AdInMo’s LATAM Business Development Manager Manuela Magalhaes says, “As a mobile first market Brazil is often an early adopter of digital advertising trends and this campaign demonstrates progressive media planning by the team at Foodz.
“Consumer packaged goods are an excellent fit for immersive in-game experiences and the campaign outcomes demonstrate how InGamePlay brand ads can also support performance marketing by not only driving brand awareness but also intent based on the significant increase in Google searches during the campaign period,” says Manuela.
Foodz CEO and Founder Morgan Dierstein says, “As a young company we’re always innovating and looking for how to engage new audiences in a cost-effective way. We selected AdInMo because this campaign was about new packaging and the immersive in-game ads made more sense than our typical health benefits campaigns on social media and search. The fact that the InGamePlay also drove higher search will help us plan the right media mix going forward.”
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