Owls & Vowels Case Study

Owls & Vowels


Average Cost Per Installation


New Players Acquired Globally


Better CPI Than UK Google Play Store Averages

The Mission

Owls and Vowels is an engaging mobile app word game that encourages players to expand their vocabulary by spelling new words and competing with friends to beat their high score.

Elapps Pty Ltd were looking for a digital marketing agency who could prepare a detailed marketing plan that focused on increasing the app store ranking, player acquisition, and overall engagement of the app, globally. 

The Process

Identifying key opportunities in the UK, US, Canada, Australia, and New Zealand, our team prepared more than 20 unique ad sets and 50 individual advertisements for testing across the Google UAC and Facebook Ads platform to drive awareness of the Owls and Vowels game to mobile users, encouraging the target audience to install the game on their preferred device.

Aligning remarketing opportunities with in-game events and holidays ensured that players were regularly engaged with the app and drawn back in to help improve the retention of players and subsequently increase the average lifetime value of these players.

The Results

Successfully scaling the Owls & Vowels campaign over a five month period, an average Cost Per Installation of less than $1.00 was achieved, providing a 71% better CPI than than the average UK Google Play Store and 41% better CPI than the average UK iOS App Store candidate, placing in the top 100 apps for each store. 

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