Holy Water is a Ukrainian gaming company that’s created a platform for writers to share their interactive stories and books with millions of users. They’ve published hit content apps like Passion and My Fantasy, which is now the #1 interactive story game on iOS in the US by monthly installs. Soon, Holy Water will expand their product portfolio with comic book and audiobooks apps. Currently, they have offices in Kyiv and Berlin.
Marta Khoma, Chief Marketing Officer at Holy Water, describes how, using ironSource’s tools to automate their user acquisition campaigns, they gained more time to focus on creative performance. Learn how the ironSource ROAS optimizer and solution for custom product pages boosted D7 ROAS by 250% and grew their IPM by 5x.
Scaling up with the ROAS Optimizer
“Previously, the ironSource team was helping us manually optimize our campaigns - but we wanted to increase our ROAS and scale up even further. In August, ironSource suggested we try their ROAS optimizer with our newest title, My Fantasy, and once they showed us successful case studies, we were completely on board.
We started with a low [tooltip term="roas-return-on-advertising-spend"]ROAS[/tooltip] target, while the ironSource team supported us each step of the way. During our weekly calls to analyze and discuss performance, we adjusted our ROAS goal gradually based on performance.
After weeks of calculated adjustments, the results spoke for themselves: our D7 ROAS jumped over 250%. With more revenue to feed back into user acquisition, we could more easily scale up - in fact, we opened up new campaigns on new geos and extended the budget for existing ones.
Implementing custom product pages
Automating UA with the ROAS optimizer gave us more time to focus on our other goals, like increasing our IPM. To do this, the ironSource team recommended we try their solution for custom product pages - allowing us to connect custom versions of our App Store product page to specific creatives we’re running on the ironSource network. By linking our creatives to product pages featuring the same themes, we could create a seamless experience for users - boosting conversions and installs as a result.
"By linking our creatives to product pages featuring the same themes, we could create a seamless experience for users - boosting conversions and installs as a result."
- Marta Khoma, Chief Marketing Officer at Holy Water
After they introduced the product to us, we went live with new custom product pages in September. The ironSource team supported us with weekly discussions about best practices and creative testing - we were able to manage the campaigns on our own, making adjustments when needed. Once we saw promising results, we added more custom product pages, eventually integrating custom product pages into all the creatives within our campaigns.
During this time, IPM steadily increased, and just one month later, we boosted our IPM by over 5x - lowering our CPI without sacrificing our strong performance.
With ironSource’s help, we were able to hit not just one of our goals, but two - we’ve reached a stable and positive ROAS, while lowering our cost per install. We look forward to seeing how else the ironSource team can help us meet our business needs.”
