Mobile game UGC ads in Germany: how local concepts beat global winners
How our original German concepts beat the proven global winners of a game with 100M+ downloads.
UGC ads from this campaign
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Couple skit
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Street interview
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Gaming skit
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Talking-head hook
Results
- 70%Of our concepts beat the global winners
- 2 monthsTo full creative freedom
- 150Assets delivered monthly
- 100%Creative lead in Germany
The challenge
A top mobile game with 100M+ downloads and proven global creatives. In Germany, its previous agency wasn't hitting targets, and translated global winners weren't converting.
The solution
We adapted the client's global winners and, alongside them, built original concepts for German players: native creators, local humour and formats made for German feeds.
How we did it
Localize the global winners
We localised the client's global winners with native German creators instead of translating them, so proven ideas finally felt native.
Global winners, localised
Build German originals alongside
In parallel, we wrote our own concepts: street interviews, couple skits and dating-scene skits built on German humour and everyday situations.
Original German concept
Test, then scale the winners
Every concept ran head-to-head against the global winners. The data decided, and 70% of our originals came out on top.
70% beat the winners
The turning point
20% of the ideas. 80% of the winning ads.
At the start, the client brought 80% of the ideas. Our 20% produced 80% of the winning ads, and after two months the client handed us full creative freedom for the German market.
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