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Case study: targeted advertising for board games

World of Game Poland — board game store in Poland

Group 1.webp

Project: promotion of an online board game store

Our team was approached by a client with an online store specializing in board games for children and adults. The main goal was to increase sales through social media while maintaining an optimal advertising budget.
 

The board game niche is competitive, with dozens of online and local retailers operating simultaneously. It was important to not only attract the attention of gamers and families, but also to keep them interested with a quality sales funnel.

Project issues

  • High competition — popular games are sold in many stores.

  • Limited budget at the start of the advertising campaign.

  • Wide target audience: children, teenagers, adults, parents, groups of friends.

  • The need to create creatives that stand out among standard advertising.

Our actions and targeting strategy

1. Defining the target audience

We segmented the audience according to the following criteria:

  • parents of children aged 7–15;

  • teenagers and young people interested in board games;

  • adults who buy games for parties and corporate events.
     

2. Creating advertising creatives

  • Video game reviews were used to demonstrate the gameplay.

  • Bright banners with players' emotions were created.

  • The texts emphasize family leisure and lively communication.
     

3. Using lead generation tools

  • Lead Ads forms on Facebook and Instagram.

  • Stories with polls and CTAs (“Want to try a new game?”).

  • Contests and game draws to attract new subscribers.
     

4. Campaign optimization

  • Excluding non-target audiences.

  • A/B testing of creatives and offers.

  • Scaling your budget after identifying the most effective audience + ad relationships.

Advertising campaign results

  • CTR: 7.5% on average, thanks to well-targeted creatives.

  • Conversion: 62% increase in sales in the first two months.

  • Lead generation: over 1,200 applications via social media.

  • ROI: every UAH 1 invested in advertising brought UAH 3.9 in profit.

Conclusions: Why targeting is effective for board games

Targeted advertising allowed the online board game store to reach a new audience, increase brand awareness, and significantly increase the number of orders.

Key success factors:

  • correct audience segmentation;

  • use of video content and interactivity;

  • budget optimization based on analytics.
     

The advertising campaign proved that even in a competitive niche, you can get a stable flow of customers if you use competent targeting and lead generation.

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