In June 2018, Frontier launched Jurassic World Evolution in partnership with Universal, giving players the chance to run their own Jurassic World.
The brief was to deliver an integrated launch campaign to drive awareness and boost game sales globally. Because of its reach and targeting capabilities, YouTube was at the heart of the campaign, spanning 16 markets and fronted by Jeff Goldblum.
In a crowded space, understanding the game's audience was vital. We used a host of data signals to build behavioural subsets - from Console Gamers to those interested in dinosaurs - and tailored the creative to each of these subsets, as well as using sequential retargeting.
We used a variety of different formats during each point of the campaign - from in-stream ads and auction mastheads during the awareness phase, to YouTube for Action to drive sales.
The results from our YouTube activity were impressive, with 29.7m completed views delivered by the end of the launch stage alone. YouTube activity directly drove 22,000 sales, at a CPA 75% below target.