Strategy and execution on AAA launches
Planned and ran paid media for AAA titles, from pre-order through launch and beyond, and handled the day-to-day optimisation alongside the team.
ComboStrike
Training the team and standardising media operations at a games marketing agency
The brief
ComboStrike is a marketing agency for games. Its paid media team was running AAA launches for several publishers at once, and the agency wanted the work to be more consistent across accounts and easier to hand between people.
We were brought in for three things: run strategy and execution on AAA titles, train the team on paid media, and standardise how the agency planned, bought and executed media.
What we did
Trained the team
Sessions on planning, platform setup, optimisation and reporting, then worked next to people on live accounts so the training stuck.
Built the planning templates
One media plan template with a channel catalogue, an assumptions chain from CTR and conversion rate to clicks, conversions and CPA per line, and the fee model built in. One asset plan template with copy limits per platform, priorities and a QA status for every asset.
Standardised naming and tracking
A naming convention and UTM structure that every campaign, ad and link followed, so reporting was comparable across titles and accounts.
One process for planning, buying and executing
The same steps on every account: plan from the template, launch checklist, a QA step on assets and copy before anything went live, and process documents so an account could move from one person to another without a reset.
The outcome
A team that planned, bought and executed media the same way on every account, with templates and checks that stayed in use after the engagement.
Plans were faster to build and easier to review, assets went through a defined QA step before launch, and reporting lined up across titles. New team members could pick up an account from the templates and the process documents.
MeasureLift · Paid media and measurement