Farmland by Homa Games

Product Information Farmland is a relaxing farming game where players can grow crops, take care of animals, hire workers, and build bigger barns. The game features many satisfying activities such as watering plants, milking cows, shaking trees, and shearing sheep. When harvest season arrives, players can sell their produce to merchants in town, helping them become the greatest farming tycoon on Earth, the moon, and beyond.

Challenges

• Pass the cold-start phase with a lower CPI.
• Increase Daily Active Users (DAU) to over 5,000 while maintaining a low CPI during a competitive period (Summer Vacation).
• Achieve over 210,000 Monthly Active Users (MAU) while keeping CPI below $0.55.

Creative Strategies

• Developed creative iterations with various intros and storytelling techniques to increase click-through rates (CTR) and playback rates.
• Used “hack” versions for screen recordings and created eye-catching visuals with After Effects.
• Placed appealing images in various ad placements to capture audience attention.
• Increased audience engagement with clear calls-to-action (CTA), prompting users to imagine how they would manage their own farms.

UA Strategies

• Tested and selected the best traffic channels, including Ocean Engine, Kwai, and Tencent, while creating corresponding creatives for each placement.
• Set a 2-day period to monitor ad set performance, targeting, and creatives.
• Used different bidding strategies such as double auto bid, bidding for second-day retention, low bids, and Butler mode.
• Tested a wide variety of creatives across different ad accounts to determine the most effective combinations.

Results

• On Day 5, ad sets passed the cold start phase and reached the $0.55 CPI target.
• By Day 7, ad spend for a single account increased to $1,500, resulting in over 2,700 installs.
• Leveraged compensation from advertising platforms using low bids to maintain performance.
• Reached 2,000 DAU by Day 13, and 4,000 DAU by Day 16.