@Playrix ran re-engagement campaigns on Twitter to reach its lapsed but potentially high-value users across dozens of markets. A re-engagement campaign on Twitter lets you combine strong targeting with calls to action to open your app directly from within a Tweet.

Mobile measurement partner TUNE was able to provide @Playrix with data on consumer behaviour such as app opens and in-app purchases. @Playrix then segmented these consumers into three groups, according to how much they might pay. With Tailored Audiences, it targeted these groups via Twitter.

@Playrix customised its campaign to each target group, and refreshed its creative regularly, using images and video that reflected its most recent game updates.

By choosing to run its campaign across the Twitter Audience Platform, @Playrix extended its reach beyond Twitter and into a network of thousands of mobile apps and sites.

@Playrix’s Twitter campaigns for Township and Fishdom were successful in returning paying high-value players to the apps. Twitter delivered twice the profit of its other channels combined, with a £0.09 CPA per purchase. This exceeded @Playrix’s ROAS (return on ad spend) goal by 1000%.