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Case Study: ZeptoLab achieves global #1 launch, 40% more installs and 5× LTV with Facebook
A Facebook Case Study
Identifying high-value mobile gamers with Facebook targeting tools
ZeptoLab, the global mobile game studio behind Cut the Rope and C.A.T.S.: Crash Arena Turbo Stars, needed to drive maximum installs for C.A.T.S.’s global launch while keeping a positive return on ad spend and aiming for top rankings in its launch markets.
ZeptoLab used value‑based Lookalike Audiences built from its highest‑paying players, interest targeting, app event optimisation for purchases, worldwide targeting and placement across Facebook, Instagram and Audience Network, backed by tested video creative. The campaign delivered the number‑one App Store ranking in key markets and strong KPIs: 5× higher lifetime value for players from value‑based Lookalikes, 40% more installs, 7% higher first‑day retention and 30% more activity from Facebook‑acquired players versus other channels.
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ZeptoLab
Max Petrov
Chief Product Officer