Best Marketing Case Studies & Campaigns

Score Big with Facebook Video Ads & Lookalike Audiences | MyTona Case Study

With Facebook Video Ads, you’re able to showcase your content, using all of the targeting options that Facebook is famous for. Facebook users love content that is engaging and videos are especially engaging on Facebook and other social media platforms. In fact, the estimation is that mobile video will account for 75% of mobile traffic in 2020. In the past, videos have also achieved 135% more organic reach on Facebook, when compared with photos, ensuring that Facebook users are familiar with and happy to watch videos on the platform.

Lookalike audiences are a Facebook segmentation tool that finds users whose demographics and interests are similar to those of your existing followers. It dissects your existing followers and user base to find their commonalities. Facebook leverages its massive trove of customer data to connect the dots between your target audience. Helping you find highly-qualified users you previously wouldn’t have been able to reach. Most importantly, this informed targeting optimizes your media spend and lowers the cost of acquisition in the process.

MyTona is a gaming company based in Yakutsk, Siberia that develops quest-based mobile games. Seekers Notes, a recently launched game from the studio, is among the top 10 highest-grossing iPad games. The US, Canada, UK and Europe.

In this case study, we’ll explore how the gaming company worked with Facebook Marketing Partner Nanigans. In order to run large-scale campaigns for a new puzzle-based mobile game. Utilizing Facebook Video Ads and lookalike audiences, they achieved a 20% higher return on ad spend than on previous campaigns.


The gaming company wanted to scale up its advertising efforts and surpass previously established goals for return on ad spend by using Facebook’s value optimization tool.


MyTona had been successfully using Facebook’s app event optimization tools to find valuable leads for its acclaimed Seekers Notes game. However, spotting an opportunity to further boost performance, the company partnered with Nanigans on a value optimization campaign that used Mytona’s insights into its best customers to target ads to similar high-value iPhone gamers.

Nanigans tested several different video ads to see which would perform best, quickly incorporating what it learned into the developing campaign. For the creative, the ad technology company opted to use both horizontal and vertical videos, which people interacted with more than still images

Score Big with Facebook Video Ads & Lookalike Audiences | MyTona Case Study

The campaign targeted women above the age of 18, in all parts of the world except the US, China, Japan and Korea. To reach people who were most likely to be interested in Seekers Notes, Nanigans worked with MyTona’s own information about which of its customers had the highest lifetime value, and used it to create Custom Audiences of those players, and lookalike audiences based on them.



Facebook’s value optimisation tool helped MyTona attract more players to Seekers Notes with its November–December 2017 campaign. Compared the company’s previous campaigns using app event optimisation, this one delivered:

  • 20% increase in return on ad spend
  • 47% higher in average purchase value
  • 39% increase in purchase conversion rate

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