Driving conversions with humor ⎮ A Lily’s Backyard Case Examine


Lily’s Backyard stole the highlight with their quirky and humorous video advertisements. The puzzle sport grew steadily in direction of success due to their spunky artistic belongings. We’re diving into their advertising technique and the explanations behind their rise to cell gaming promoting fame.

About Lily’s Backyard

Lily’s Backyard is a match-3 blast sport developed by Copenhagen-based studio Tactile Video games. It was launched in January 2019 and has since been downloaded over 70 million instances (with nearly all of downloads coming from India and the US) and earned $350 million.

supply: AppMagic

The sport is known as after its principal character Lily, who discovers she inherited her great-aunt’s home. Lily’s Backyard meta-layer is all about serving to Lily get her new backyard again in form, recover from her ex-boyfriend and flirt along with her new neighbor.

supply: Tactile Video games

The sport’s description on Tactile Video games’ web site begins off with a joke, which is fairly on-brand with Lily’s Backyard advertising technique. 

Shops belongings and ASO technique

Lily’s Backyard static retailer visible belongings are comparable in each shops, even on the Amazon App Retailer. Each the icon and the screenshots are very comparable however they differ across the preview video.

The icon

For his or her icon, Lily’s Backyard wager on a artistic pattern that reveals a feminine character caring for a kid in a really chilly and hostile surroundings. This isn’t in any respect the theme of the sport (which is to revive a backyard by profitable stars). Nevertheless it will probably seem like a seasonal icon by showcasing winter components (the snow, the obvious coldness skilled by the characters, the empty branches of the tree).

It combines the seasonal side and the trending side. There are quite a lot of advertisements proper now that present a redheaded younger mom making an attempt to outlive in a chilly decrepit home with a toddler. And despite the fact that Lily doesn’t have a toddler within the sport, there’s a child on the forefront of this icon. Clearly, Lily’s Backyard is betting on promoting tendencies and isn’t scared to carry the pretend advert approach to its icon.

The screenshots

For screenshots, the primary concepts and execution could be very comparable with solely a slight variation. Above Lily is contained in the room on the App Retailer model (left) whereas she’s outdoors on the Play Retailer (proper). The App Retailer model additionally consists of extra in-game components with the life, cash and star rely, and the speech bubbles from the sport. 

That is the primary screenshot that seems on each the App Retailer and the Play Retailer and it focuses on the dishonest trope that’s usually utilized in video advertisements (the Household Island sport is an professional on this trope). 

The opposite screenshots are additionally placing the primary character in dire conditions, and remind the person of plenty of advertisements the place the viewer sees a participant make horrible decisions to attempt to save a personality. These screenshots are a transparent reminder of that, it helps construct familiarity and set off an emphatic response from the person who will need to assist.

The precise gameplay solely reveals up additional down on one screenshot on each shops. Storytelling is clearly a greater converter. 

The preview video

As per App Retailer guidelines, the App Retailer preview video is predicated on precise gameplay with the primary a part of the video showcasing the renovation a part of the sport the place you possibly can select which type you need to use for decorations. Then the match 3 side comes into play with display screen captures.

The Play Retailer video focuses extra on storytelling. Displaying a day within the lifetime of Lily the place every little thing goes improper, from being late for work to being fired, then witnessing her home burning down (in a wierd reminder of a Merge Mansion advert). Then, 16 seconds in it turns right into a pretend gameplay advert the place the participant is making horrible choices whereas Lily is making an attempt to restore a part of the home and makes every little thing worse. 

The fail side is a good way to push the viewers to motion, it has been used for fairly a while in promoting to push conversion and interplay. The frustration helps viewers really feel like they will do higher than what’s proven on display screen.

Making creatives enjoyable

From the beginning, Lily’s Backyard gained an viewers with snarky and humorous promoting with dramatic plot twists and soiled jokes. The video games’ advertisements are centered on one of many sport’s meta-layer: the story and its character. Not one of the advertisements truly present the story within the sport, however they arrange personas for the characters and drive consideration with innuendos and racy jokes.

On this advert for instance, we’re empathizing with the primary character Lily when her boyfriend runs away on the sight of a constructive being pregnant check. It makes Lily relatable, and coping with lifelike points (a being pregnant, a break-up) Nevertheless, a second plot twist modifications it up and makes the advert unforgettable: it seems the being pregnant check was pretend and Lily manipulated it to eliminate her boyfriend. 

Each advert reveals a brand new twist on a standard trope: a being pregnant scare however Lily faked it, her boyfriend cheated however with Lily’s mom, and so on. Even their seasonal belongings have a naughty undertone. 

This give attention to the characters and their lives permit Tactile Video games to have some enjoyable with their belongings and produce authentic advertisements, stacking them with as a lot innuendo as they will to focus on a extra grownup viewers. Probably the most well-known advertisements for Lily’s Backyard truly reveals the primary character having fun with herself on a washer. Even the advertisements titles on YouTube are phrased as wordplays or jokes. 

These jokes entice quite a lot of consideration and interactions from customers, they’re usually commented on and actually enhance the visibility of the sport by setting it other than its rivals with a powerful model picture. One which’s laid again and breeds pleasant interactions. 

And now that Tactile Video games has launched a brand new cell sport Penny & Flo, characters from each universes are interacting with one another within the newest advertisements.

Maintaining with Lily

What makes this sport so related is the way it stays within the public eye as properly by a powerful social media presence. There’s a YouTube account referred to as “Lily’s Backyard Complicated Universe”, exhibiting advertisements for each Lily’s Backyard and Penny & Flo. There’s additionally a devoted Instagram account that showcases Lily and the opposite characters in several conditions.

Not solely does it assist create and cater to a neighborhood, making a stronger relationship with the gamers and making certain their consideration and attachment to the sport, however it additionally retains the sport related. Their final Instagram publish is a nod to the Oscars’ ceremony which occurred Sunday night. 

They reply feedback from players and produce extraordinarily seasonal content material in a well timed method, which reveals that the sport continues to be very a lot current and updated. It retains customers and even drives them again to the app with freebies linked to seasonal occasions.

And with virtually 900k followers on Instagram, it appears to be working simply positive.

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