Our aim was to improve the conversion of the in-app purchases by making the copy more persuasive but keeping it light and fun.
02 — Creative process
In the end, people refer to mobile games to escape reality and enjoy a different atmosphere. So, instead of overselling, I chose to engage the users with a down-to-earth copy that they can reason with.
The creatives led to a 16% increase in in-app purchases compared to last year.
