Owls & Vowels
Case Study

Owls & Vowels

mountain-icon The Mission

Owls and Vowels is an engaging mobile app word game that encourages players to expand their vocabulary by spelling words and competing with friends to beat high scores.

Elapps Pty. Ltd. were looking for a digital marketing agency who could prepare a detailed marketing plan that focused on increasing the game's app store ranking, player acquisition, and overall engagement, globally. 

circle-icon The Process

Identifying key opportunities in the UK, US, Canada, Australia, and New Zealand, the Game Marketing Genie team prepared more than 20 unique ad sets and 50 individual advertisements for testing across the Google UAC and Facebook Ads platform to drive awareness of the Owls and Vowels game to mobile users, encouraging the target audience to install the game on their preferred device.

Aligning remarketing opportunities with in-game events and holidays ensured that players were regularly engaged with the app and drawn back in to help improve the retention of players and subsequently increase the average lifetime value of these players.  

Results The Results

The Game Marketing Genie team was able to successfully scale the Owls & Vowels campaign over a five month period. 

In this time, an average cost per installation of less than $1.00 was achieved, providing a 71% better CPI than than the average app on the UK Google Play Store and 41% better than the average on the UK iOS App Store, placing in the top 100 apps for each store. 

Average Cost Per Installation 

New Players Acquired Globally

Better CPI Than UK Google Play Store Averages

5c578d7864242aa729dc176c_OWLS Case Study - Fun Comes First-p-1080
Fun & Addicting
Mobile Game


Word Crossy




Heading Out
Hair & BeautyGMG_Homepage_CaseStudy_IMG_headingOut