Animals & Coins & 35% SoV: How Sett Helped InnPlay Build a Winning Creative Foundation
Share of Voice from a single creative
Adapted to a completely different genre
Share of Voice
scaled impact after full exploitation
The Challenge
In mobile game user acquisition, every team faces the same dilemma: Do you exploit what already works, or do you take the risk to explore something completely new?
Exploit is safe, you spin out variations of a known winner. But explore is where the real breakthroughs happen, but they are rare. Most studios find one every 6–9 months, after hundreds of failed experiments and endless hours of production.
InnPlay Labs needed something fresh: a concept that could stand out in a genre where winning ads usually takes time to appear.
With Sett’s ability to identify and align with our creative strategy, we worked together to innovate and create a new concept that quickly performed, achieving an impressive 35% SoV for one of InnPlay’s major UA channels.
— Mor Stone, VP Marketing @ InnPlay Labs
With Sett
Sett’s ideation engine mapped the game’s core mechanics and reimagined them through a hyper-casual lens, transforming the original gameplay into an entirely new creative narrative inside the world of Animals & Coins.
The result was brand new concept, a new foundation for Innpay’s UA strategy.
The Results
The concept quickly gained traction, delivering around 15% Share of Voice across UA channels in its early stages and later scaling even further, eventually peaking at 35% SoV for one of Innplay's major UA channels.
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About Innplay
About Mor Stone
