Capcom Drives Strong Interest in Dragon’s Dogma 2
"Brand Lift Live was an invaluable in-flight measurement tool, providing critical insights into audience engagement and consideration during our campaign. With this data, we were able to fine-tune our media spend for maximum efficiency and impact."
Zach Smith, Vice President Digital Media, Gaming, Powerphyl Media Solutions
133%
Consideration lift
142%
Increased site visitor conversion rate
Capcom: A Global Leader in Video Game Development, Known for Iconic Franchises Like Street Fighter, Resident Evil, and Devil May Cry
Industry
Entertainment
Brand
Capcom
Product
BLL, Cookieless, CTV, GrowthAds Advertising Platform
Challenge
More than a decade after the release of Dragon’s Dogma, Capcom was eager to promote the highly anticipated sequel to the beloved action role-playing game. With a crowded RPG release season featuring several major competitors, Powerphyl’s strategy team recognized the need to boost awareness, capture market share in purchase consideration, and drive engagement with prospects further down the funnel through increased site visits.
Solution
Powerphyl adopted an omnichannel strategy, leveraging the game’s captivating video assets to build awareness through CTV, then retargeting audiences via OLV and display ads with a strong call-to-action across both cookie-based and cookieless environments. Using GrowthAds’ Brand Lift Live™ (BLL), Powerphyl tracked how ad exposures influenced consideration across different audiences, enabling real-time campaign optimization.
Results
The combination of broad reach across multiple channels (including cookieless environments) and precise targeting proved highly effective, leading to:
- 200% increase in site traffic
- 142% boost in site visitor conversion rate
- 133% increase in purchase consideration across audiences (compared to a 9% benchmark)
- 159% lift in purchase consideration for the entertainment fantasy audience
- 318% increase from display ads
- 97% more efficient cost per incremental visit (vs. closest competing media platform)
Additionally, BLL provided valuable insights into how the game performed competitively in the market at launch.
Turning Insights into Optimization:
By utilizing BLL insights, Capcom fine-tuned the campaign’s frequency cap and strategically targeted competitors’ titles. The Powerphyl team also utilized GrowthAds audience insights to engage the right consumers at the right time. They discovered, for example, that males (+73%) were primarily influenced during the pre-launch phase, while females (+250%) were twice as likely to consider a purchase during the accolades period.
The Partnership
Brand: Capcom
Agency: Powerphyl
