Case study
How a mobile game brand re-engaged college users with campus media.
A simple campus campaign helped turn student attention into measurable reactivation.
Plan an app growth campaign
The growth objective
The mobile game brand wanted to re-engage college users with a fast campaign and a clear action. The plan focused on the audience, message, and click rather than adding complexity that would make the launch harder to evaluate.
The campus media approach
The campaign used Yik Yak campus advertising and direct in-feed creative designed to make the game and next step immediately understandable. The placement met college users in a campus context while the message stayed focused on reactivation.
The campaign result
The campaign achieved a 25% click-through rate. That result reflects this campaign and should not be treated as a guaranteed benchmark, but it shows what can happen when a relevant audience, simple value proposition, and direct call to action work together.
How click-through rate was measured
Click-through rate was calculated from recorded ad clicks divided by delivered impressions for the campaign flight. It describes response to this campaign's audience, creative, and placement; downstream app behavior should be evaluated separately.
Why simplicity helped the test
A straightforward setup made it easier to understand the response. When a campaign changes the audience, offer, creative, format, and destination at the same time, teams may find a winning asset without learning why it worked. A focused launch creates a cleaner starting point for the next iteration.
What app marketers can test next
Use the first campaign to identify high-response campuses and creative territory, then test the post-click experience, reactivation offer, or localized message one variable at a time. Pair click-through rate with downstream app actions so the team can distinguish curiosity from meaningful return.
Measurement note: Click-through rate is based on Yik Yak campaign delivery and click reporting for this individual flight. Results are not a guaranteed benchmark.