Campaign Spotlight · GGPoker / NSUS Group · 2025
October Giveaway
+ Halloween.
Two campaigns, one creative direction, one unified visual language. 599 first-time depositors at a $165 CPA — 2.6x below the $428 team average. This is what a coherent seasonal strategy looks like.
Cost per acquisition · vs. $428.85 team average
$263 saved per first-time depositor. Across 599 FTDs, that's $157,000 in reclaimed acquisition value — from two campaigns running the same creative direction.
Multi-format production
One direction.
Four formats.
A single creative direction extended across all four paid social formats. Consistent visual language from 16:9 YouTube to 9:16 Stories — the seasonal energy holds across every placement.
The result
2.6x below the team average — at real volume.
$165.43 CPA. The team average was $428.85. That's $263.42 saved per first-time depositor — from creative that earned attention instead of paying a premium for it. Across 599 FTDs, the total reclaimed acquisition value is approximately $157,000.
The CPL story is equally strong: 2.04x efficiency on the Giveaway campaign alone, with 4,047 total signups. Two campaigns, one coherent direction, consistent results across both.
CPA efficiency — $165.43 vs. $428.85 team average
CPL efficiency on October Giveaway alone
Total signups across the Giveaway campaign
Craft
Two campaigns.
One visual language.
The October Giveaway and Halloween campaigns ran concurrently — two separate briefs, but one opportunity. Rather than treating them as isolated executions, I built them around a single seasonal direction: the visual language could hold across both, reinforcing recognition and cohesion in the market.
When ads from both campaigns appear in the same user's feed, they feel like a system — not a coincidence. That coherence is a form of media buying that doesn't cost anything extra.
Seasonal energy, not seasonal cliché
Halloween in gaming advertising defaults to skulls, bats, and orange palettes. The direction here leaned into mood and atmosphere — the feeling of October — rather than the iconography. More cinematic, less costume party.
One direction, two briefs
The Giveaway and Halloween campaigns had different offers and different value propositions. But they shared a visual language that made both feel deliberate. A user who saw both didn't see two unrelated ads — they saw a brand with a coherent October presence.
CPA tells the conversion story
CTR tells you if the creative got attention. CPA tells you if it got the right attention. $165.43 CPA on 599 FTDs means the audience the creative attracted was genuinely motivated — not just curious. The quality of the conversion matters as much as the cost.
Impact
$157K recovered. Two campaigns. One direction.
The creative quality drove acquisition efficiency. The dual-campaign coherence drove brand presence. The net result is a pair of campaigns that outperformed the department average by 2.6x at first-time depositor level — the hardest metric to move.
