How To Promote a Mobile Game on Instagram: Successful Case Study

If you haven’t considered embracing Instagram for promoting your mobile game, it’s time to do so. The photo-sharing social network can be a source of highly engaged and active users at a reasonable price. Mobile marketing platform GoWide shows how this is possible through a performance-driven marketing approach and appealing visual ads which helped the Bungee Mummy game to acquire new users and optimize CPI cost.


Bungee Mummy: Challenges is a free arcade game by Steampunk Wizards. GoWide has managed a burst campaign for the app, which were based on Facebook and Instagram ads and implied user acquisition and data-driven campaign optimization.

GoWide designed several creative types and tested them during the campaign to find the best option. The focus was on the main characters of the game. Appealing images helped exceed the industry average CTR (1%).

Instagram ads are a part of the Facebook ad platform and have the same targeting tools. App developers have really great target audience choices and setting options.

The main factor that made the campaign a success was targeting optimization by interest. By choosing “Casual Games”, we outlined the main target audience.

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Later, targeting was narrowed down to the “similar games” audience. This audience is compiled of users who played games similar to Bungee Mummy. Interests targeting led to 2 times CPI reduction.

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The list of these similar games can be easily found on Google Play or iTunes:

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One of the most crucial challenges in CPI campaigns is to keep CPI cost low while scaling the volume of installs. Optimization allowed GoWide to reach lower CPI while increasing the number of downloads:


As a result of the 8 week campaign, Bungee Mummy had an active user base and saw an impressive number of organic installs.

While big gaming companies include Instagram ads in their marketing strategy, mobile app developers can benefit from this platform as well. Methods that can help reach CPI decrease during install volume boost on Instagram ads:

  • Constant data analysis and campaign optimization (i.e. exclusion of less converting regions)
  • Creatives optimization
  • Custom targeting settings (especially Interests and Similar Apps)