Case Study: 2K achieves top-chart launch and 24-point lifts in ad recall and brand awareness with Facebook

2K - Customer Case Study

2K, the publisher behind franchises like Mafia, Borderlands and NBA 2K, aimed to raise awareness of Mafia III among adults 18+ in Australia and New Zealand and to generate pre-release excitement with both new and existing fans to drive a strong launch.

2K ran targeted Facebook and Instagram campaigns using Custom Audiences, interest and lookalike targeting, photo and video ads, reach-and-frequency buying, and link ads with “Shop Now” CTAs. The campaign pushed Mafia III to the top of the local charts at launch and delivered a 24-point lift in ad recall, a 24-point lift in brand awareness and a 4-point lift in intent to purchase.

2K

Alan Moore

PR Manager