Portfolio, tabletop games
World of Game Poland — board game store in Poland
Advertising purpose:
Promotion of thematic games among the Ukrainian-speaking audience in Poland. Increasing sales through the website and Instagram Direct. Promoting the profile and attracting new followers. The main focus is on 18+ games, family and romantic formats.
What was done by the team:
– Setting up a full cycle of turnkey advertising campaigns (Meta Ads)
– Campaigns are segmented by topics: “games for couples”, “18+ parties”, “family games”
– 5 audiences tested: by interests, Look-alike, active players, shopping enthusiasts, retargeting
– 6 creatives were created in video and banner format
– The campaigns were adapted to the Ukrainian, Polish and Russian language audience
– Daily optimization and scaling of the most effective segments
Result of work:
– Stable subscriber growth of 45–60% in the first 2 months
– More than 400 requests in Direct for consultations and placing orders
– Reels with creatives received over 150,000 views
– CTR for the best ads — up to 3.8%
– The cost of attracting a lead is from 5.7 to 8.3 PLN
Settings:
– Formats: Reels + carousels + banners with CTA
– Advertising language: UA / PL / RU
– Retargeting site visitors and interactions in Direct
– Impression rate is limited to 1.9 for unique reach
– Campaigns were set up separately for iOS and Android
Targeting strategy and planning:
The project started by testing the most active interests: “board games”, “romance”, “parties”. We found that advertising messages with a provocative presentation work best. Look-alike audiences worked effectively for remarketing. It was important to separate parents from young couples - the campaigns were divided by age groups.
Tip for improving results:
For even better effectiveness, it is worth testing interactive formats (surveys in Stories, Lead Ads), adding personalized advertising for the “gifts for loved ones” audience, and using TikTok Ads more actively as an additional channel.