1,500 Content Produced in One Year
1,500 Content Produced in One Year
At Avia Games INC, an app company, Rayfocus extended beyond the sheer volume of content production to embrace a sophisticated strategy grounded in testing, performance analysis, and data-driven creativity. Leading the creative and production team, Ray orchestrated the creation of over 1,000 advertisement videos and motion graphics, meticulously distributed across social media platforms to target audiences nationwide. The strategic approach encompassed rigorous bi-weekly evaluations of ad performance, leveraging metrics such as IPM, CVR, CTR, and CPI to inform further creative decisions, aiming to achieve a lower Cost Per Installation and superior returns relative to competitors. This relentless pursuit of optimization, coupled with user behavior analysis and competitive market research, underpinned the development of targeted advertisement campaigns and contributed to remarkable company milestones, including significant investment attraction and top rankings in the Apple store.
Role and Approach: As a Media Producer and Strategist, Ray’s mission was to overhaul Avia Games' advertising approach, leveraging a comprehensive strategy that spanned from deep market analysis to the execution of nuanced content strategies.
Brand Auditing and Product Analysis:
Conducted a thorough examination of Avia Games' brand positioning and product offerings, identifying unique selling points and areas for strategic enhancement.
②
Competitor Ads Analysis:
Utilized advanced data collection tools to analyze competitors' ad performances, identifying successful tactics and estimated spending to inform our approach.
Trend Analysis:
Stayed abreast of current trends in social media and entertainment, ensuring our content resonated with users and leveraged popular culture effectively.
④
Content Strategy Development:
Crafted diverse content strategies catering to different audience segments – from competitor-aligned content to user-centric creations like movie parodies and trending topics.
⑥
Data-Driven Reporting and Communication:
Compiled comprehensive data reports that articulated the campaign's performance metrics, including impressions, click-through rates (CTR), and conversion rates. These reports facilitated informed discussions with the Chief Marketing Officer (CMO), enabling a collaborative approach to refining the ads' bidding strategy and ensuring budget optimization based on data insights.
⑧
①
Analysis of Current Ads Strategy:
Evaluated existing advertising strategies and buying processes, pinpointing areas for optimization to improve reach and engagement.
③
User Profile Surveys:
Developed detailed surveys to gather insights on our users' demographics, social behaviors, interests, and entertainment preferences, creating a robust foundation for targeted content creation.
⑤
Content Variants and A/B Testing:
Developed multiple ad variations, meticulously tweaking elements like background settings, actor choices, accents, attire, color schemes, and the integration of animations. This process was supported by stringent A/B testing to discern the most effective ad configurations.
⑦
Strategic Expansion:
Allocated increased investment towards the highest-performing ads, broadening their reach across additional channels to amplify impact and enhance ROI, effectively leveraging the insights garnered from data analysis and A/B testing to inform scaling decisions.
Ray led and trained an in-house film crew, delivering an all-encompassing service to the company. He facilitated a diverse range of shooting locations, curated various set designs, and engaged hundreds of local American actors to streamline large-scale ad production. With a keen eye for detail, Ray infused creative insight, ensuring the content was tailored with local nuances and inventive storylines that resonated across the US. His creative vision was expansive, utilizing a rich repository of materials to craft brand-aligned narratives. This strategic approach resulted in compelling videos that not only garnered high viewership but also achieved impressive click-through rates, significantly boosting the brand's value and affirming the efficacy of the products.
Using Special Actors to Create Trending Topics: Vin Diesel Family
The primary user group of this game app is American women. Based on surveys, Vin Diesel's image was highly favored among current users. The ad series' tagline, "The most important thing in life will always be family," was trending. Social platforms like Instagram and Facebook quoted it over 350 million times. We combined trending content with brand characteristics to boost brand value, resulting in high clicks and conversions.
Pioneering Trend-Driven Advertising with Ray's Creative Vision: Recreating Newsroom
Ray also pioneered an innovative "Breaking News" ad series. This approach, which later set a benchmark in the advertising domain, featured a newsroom format that captivated audiences and was emulated by numerous other companies. Beyond the newsroom setup, Ray extended his creative prowess to street interview formats and weather broadcasts, utilizing green screen technology and sophisticated compositing visual effects. This was particularly relevant and timely, as topics like wildfires and weather changes were trending in 2021, allowing the ads to not only engage viewers but also to align with current discussions, thereby enhancing viewer engagement and interaction with the brand.
Pioneering Trend-Driven Advertising with Ray's Creative Vision: Recreating Newsroom
Ray found out from the app user analysis that a significant portion of the app's primary audience works in the healthcare sector. To tailor the advertising strategy to this key demographic, we developed a series of funky, viral ads featuring actors as doctors and nurses. These ads were crafted to inject humor and relatability, offering healthcare professionals a moment of light-hearted respite from their demanding routines. By portraying medical personnel in engaging, comedic scenarios, we aimed not just to entertain but to resonate with our audience on an emotional level, providing them with a brief, relaxing escape after long hours of work. This approach not only heightened the ads' appeal among healthcare workers but also enhanced the emotional value associated with our brand, fostering a connection that went beyond mere product promotion.
From Trending Memes, to Rick and Morty; From Holiday Themes to Movie Parody
— Ray Dose Them ALL!
Results Achieved for AviaGames
The above work and creativity are just the tip of the iceberg in our collaboration.
Previously, AviaGames never appeared on the app download rankings. With our innovation, Pocket7Games' download ranking in the app store rose to 6th, and their Bingo Clash game ranked 2nd. The company's app users grew by 100% in a year. AviaGames even used Ray’s videos for their second round of financing, securing an investment of nearly 40 million USD.
Ray has been successfully engaged in management of 900-thousand-dollar monthly media buying inititives, result in AviaGames receiving 17,023,432 monthly visits.
Ray can do all the styles of digital content, not just the funky ones.
You might have known that Ray is capable of digital communication strategy and all kinds of content production. Check other Ray’s projects too to see what Ray did for NGO, NPO and other types of organizations that have completely different branding.