Man in a backwards cap holds a "Match Masters" microphone between two men in a room with retro floral wallpaper
Submitted by WE ARE KOMODO

Match Masters: Australian Launch Campaign

Komodo led a humour-driven, athlete-fronted content campaign for the Australian launch of Match Masters, reporting 23M content views and 46K app installs across digital and out-of-home formats.

250%ROAS
245%ad account revenue growth
46Kapp installs
60%budget allocation to influencer and UGC

Case in 60 seconds

Match Masters entered Australia as a new game launch, and the brief called for one campaign idea that could carry across both digital and out-of-home formats while growing brand awareness and driving downloads and usership.

The campaign appears to turn on the standing of well known Australian athletes as comic performers rather than distant endorsers, because a puzzle game asking for an install has to buy familiarity before it can ask for anything.

Komodo built the work around top Australian athletes leading a humour-driven content campaign, treating the athletes and their profiles as the organising idea rather than as one deliverable among several separate executions.

Komodo cast top Australian athletes and ran their images and social profiles across various formats covering the full marketing funnel from awareness to conversion, with creative built to sit in both digital placements and out-of-home.

Komodo reports 23M content views, 46K app installs and a $10 organic CPI, and describes the campaign as delivering 23 Million Impressions, over 600K Engagements, more than 47K link clicks and 8K downloads.

Strategy Breakdown

Based on the available evidence, the tension sits between a casual mobile game with no local heritage and an Australian market where sporting figures carry the everyday familiarity a newly arrived app cannot claim for itself.
Mobile game launches are judged on install cost rather than on brand affection, so the work had to hold attention long enough to build awareness while remaining answerable to an install figure, which the page reports at a $10 organic CPI.
Based on the available evidence, Match Masters took the position of the occasion for the athletes' humour rather than the subject being demonstrated, since the page describes the athletes leading the content and the game supplying the reason for it.
Covering awareness through to conversion with one set of athlete-led assets suggests a reading that recognition and installation were treated as a single journey rather than separate media tasks, though the page does not describe the media split behind it.

Creative & Execution System

Assets & channels

  • digital
  • out-of-home
  • still imagery
  • user-generated content

Partners

  • WE ARE KOMODO

Creator role

  • top Australian athletes

Results & Evidence

MetricValue
ROAS250%
Ad Account Revenue GrowthIn just two months, we scaled Ciroa's ad account revenue by 245%
App Installs46K - App Installs
Budget Allocation to Influencer and UGCstrategically allocating 60% of the budget to high-performing influencer and user-generated content (UGC)
Content Views23M - Content Views
Cost-per-Acquisition Reductionwe reduced the cost-per-acquisition (CPA) from $52 to $33
Downloads8K downloads
Engagementsover 600K Engagements
Impressions23 Million Impressions
Link Clicksmore than 47K link clicks
Organic Cost per Install$10 - Organic CPI
Revenue$100k
Social Following26%

Why WE ARE KOMODO's strategy worked

  1. 1

    Casting nationally recognised athletes for a market launch appears to compress the awareness stage, because the audience arrives already knowing the faces and the humour carries the product message rather than the talent having to be introduced first.

  2. 2

    Specifying at brief stage that one idea must work in digital and out-of-home formats reads as a way of holding a launch together across bought media, treating format range as a starting requirement rather than an adaptation problem.

  3. 3

    Reporting a cost per install alongside an install count suggests the work was judged on acquisition economics as well as reach, which sets a harder bar for creative than content views alone would set.

  4. 4

    Where a headline block and the body copy report different counts for the same behaviour, as 46K app installs and 8K downloads do here, a reader cannot treat the two as interchangeable without a stated period or definition.

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