As a two-dimensional anime RPG mobile game, the biggest highlight of "Era of Sepia" is that it brings together characters from many anime works. On the other hand, in order to avoid copyright risks, all these anime characters are "feminized" to create feminine heroic characters. The anime works covered by the characters span a wide range, from popular ancient anime works such as "Naruto", "One Piece", and "Dragon Ball", to new works such as "Jujutsu Kaisen", "Attack on Titan", "Demon Slayer", and "Chainsaw Man".
Gameplay is certainly important, but what really supports its growth is the advertising strategy behind it.
The following will analyze how the game achieves a win-win situation of advertising exposure and user conversion through multiple efforts in creative concepts, advertising channels, and regional targeting.
1. App Profile
1.1 App Identity
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Headway: Daily Micro Learning More than 50 million people have already joined the Headway community to become the best versions of themselves. |
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Developer: GTHW App Limited
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Release Date:
- Google Play Store: 2019-03-15
- Apple App Store: 2019-03-31
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Category & Subcategory: Education / Vocational Skills / Skills Learning
1.2 Performance Metrics
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Estimated Downloads: 1.03 M+ (Last 30 Days)
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Estimated Revenue (IAP+IAA): $8.99 M+ (Last 30 Days)
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Rating:
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Google Play Store: ⭐4.4/5 | 137879 Reviews
- Apple App Store: ⭐4.7/5 | 103865 Reviews
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1.3 Competitive Landscape
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Similar-Audience Apps:
Wiser - 15 minutes Audio Books
Blinkist: Book Summaries Daily
Elevate - Brain Training Games
LeapAhead - Daily Book Cast
Alison: Online Education App
2. Advertising Strategy Breakdown
2.1 Ad Intelligence
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Active Creative Trends:
- Creative Formats:
Video Image Playable Ads 44.35% 55.65% 0.00%
2.2 Regional Targeting Strategy
- Tier 1 Focus:
America Canada Australia 5.99% 4.98% 4.04% - High-Growth Markets：
Switzerland Israel Germany 3.66% 3.30% 2.57%
2.3 Traffic Sources
- Top Ad Networks :
Facebook Admob Youtube 87.13% 6.17% 1.46% - Top Sub Sources
ibisPaint X Medieval Merge: Aventura Épica CapCut - Vlog 동영상 편집 어플 3.80% 2.92% 2.48%
2.4 Creative Anatomy
Let’s break down one of its ads' success through the Scene of Hook, Demonstration, and CTA, while offering insights for marketers seeking to apply similar strategies.
| Hook&Demonstration | CTA | |
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| Lecture-based Presentation Advantages | A Clear and Compelling Download Prompt | |
At the beginning of the advertisement, a man is shown giving a speech. There are a large number of audiences sitting below. The large screen shows the advantages of micro-learning for life, forming a credible and scientific atmosphere.
This atmosphere inspires the audience's sense of freshness and trust, prompting users to want to understand the value of this app. Scenario-based advertising hooks are particularly common in short video ads. Through the scenario-based atmosphere, the benchmark is in line with the application scenario, which shapes the trust of users and improves the completion rate of advertisements.
This type of advertising form that shows specific actions can further enhance the user's sense of trust, thereby greatly shortening the user's conversion link.
Finally, the advertisement points out in bold font that "REPLACE DOOMSCROLLING with microlearning", further strengthening the advantages of learning and the disadvantages of surfing the Internet. At the same time, combined with the specific book list and listening time, and displayed the application logo and download button, it guides users to download, avoid user loss, and maximize conversion effect.
3. Conclusion
The success of the "Headway: Daily Micro Learning" ad is inseparable from the organic combination of the three major strategies of "scenario-based hooks, detailed explanations, and clear calls to action." With the efficient reach of short video advertising platforms and combined with regional targeting, the target users are accurately covered.
For advertisers, this ad underscores several best practices:
- The scene-based hook opens the show to quickly attract attention and stimulate users’ sense of freshness;
- The detailed explanation of the application enhances the sense of intimacy and strengthens the user’s sense of participation;
- The call to action is concise and powerful, which improves the conversion rate.