{"id":56768,"date":"2025-02-03T15:08:54","date_gmt":"2025-10-14T15:22:14","guid":{"rendered":"https:\/\/www.elixirr.com\/en-us\/?post_type=case_study&p=56768"},"modified":"2025-11-25T11:38:53","modified_gmt":"2025-11-25T11:38:53","slug":"metacore-up-levelling-mobile-game-creative-for-millennial-women","status":"publish","type":"case_study","link":"https:\/\/www.elixirr.com\/en-us\/case-studies\/metacore-up-levelling-mobile-game-creative-for-millennial-women\/","title":{"rendered":"Metacore: up-levelling mobile game creative for millennial women"},"content":{"rendered":"\n
\n
\n

Metacore was determined to maintain advertising momentum after releasing their game, \u201cMerge Mansion\u201d. The approach was to target the often-overlooked demographic of millennial women. Our findings created a viral ad campaign with a 100% increase in both downloads and search volume.<\/p>\n

\n
    \n
  • Outcome 1: Doubled both downloads and search volume<\/li>\n
  • Outcome 2: Drove a 460% spike in social media mentions<\/li>\n
  • Outcome 3: Generated 82M PR impressions from the buzz surrounding the campaign<\/li>\n<\/ul>\n<\/div>\n <\/div>\n <\/div>\n<\/section>\n\n\n\n
    \n
    \n

    \n The challenge<\/h2>
    \n
    \n

    Following the release of their Merge Mansion mobile game, Metacore was determined to maintain momentum through an awareness campaign aimed at millennial women players.<\/p>\n

    To create a meaningful connection with this often-overlooked demographic, their ad agency, Wieden + Kennedy, turned to \u00a0our insights to guide the development of the campaign.<\/p>\n <\/div>\n <\/div>\n <\/div> <\/div>\n<\/section>\n\n\n\n

    \n
    \n

    \n The approach<\/h2>
    \n
    \n

    We crafted a customized, human-centered approach that challenged conventional casual gaming research, providing deeper and more actional insights. In contrast to most mobile games research, which is often quantitative and narrowly focused on gameplay and incremental optimization, this custom qualitative study was designed to revolve around the player, illuminating their broader lifestyle and entertainment diet. We started with a moderated online board to better understand their day-to-day, media habits, genre preferences and mobile game motivations. Then, online triads uncovered the most compelling messaging for Merge Mansion.<\/p>\n <\/div>\n <\/div>\n <\/div> <\/div>\n<\/section>\n\n\n\n

    \n
    \n

    \n The value delivered<\/h2>
    \n
    \n

    Our findings allowed Merge Mansion to break away from typical mobile gaming advertising, creating a campaign that resonated with the true motivations of female gamers. Featuring award-winning horror actress Kathy Bates, the \u201cWhat is Grandma Hiding\u201d campaign introduced an intriguing new layer of lore to the game, so captivating that fans even urged Metacore to turn it into a movie.<\/p>\n

    As a result, Metacore saw a 100% increase in both downloads and search volume, a 460% surge in social media mentions and 82M PR impressions fueled by the excitement surrounding the campaign.<\/p>\n <\/div>\n <\/div>\n <\/div> <\/div>\n<\/section>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":1,"featured_media":56773,"template":"","related_service":[368],"related_industry":[360,65],"class_list":["post-56768","case_study","type-case_study","status-publish","has-post-thumbnail","hentry"],"acf":[],"yoast_head":"\nMetacore: up-leveling mobile game creative for millennial women - Elixirr<\/title>\n<meta name=\"description\" content=\"Delve into Elixirr insights on metacore awareness campaign and learn effective approaches for raising awareness effectively.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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Positioning <\/div>\n <\/div>\n <\/div>\n <\/div>\n <div class=\"wp-component-card__button-wrapper\">\n <button class=\"btn btn--link arrow wp-component-card__button\">\n Read more <span class='edwp-svg '><svg width=\"20\" height=\"20\" viewBox=\"0 0 20 20\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n<g id=\"Lg\">\n<path id=\"Vector\" d=\"M1.12509 9.50162H15.8648L9.43259 3.06941C9.374 3.0113 9.3275 2.94216 9.29576 2.86599C9.26403 2.78981 9.24769 2.70811 9.24769 2.62559C9.24769 2.54307 9.26403 2.46137 9.29576 2.38519C9.3275 2.30902 9.374 2.23988 9.43259 2.18177C9.54971 2.06535 9.70814 2 9.87328 2C10.0384 2 10.1969 2.06535 10.314 2.18177L17.8151 9.6829C17.8737 9.74101 17.9202 9.81014 17.9519 9.88632C17.9837 9.96249 18 10.0442 18 10.1267C18 10.2092 17.9837 10.2909 17.9519 10.3671C17.9202 10.4433 17.8737 10.5124 17.8151 10.5705L10.314 18.0717C10.1975 18.1871 10.0404 18.2522 9.87641 18.2529C9.79414 18.2534 9.71259 18.2376 9.63643 18.2065C9.56027 18.1754 9.491 18.1296 9.43259 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