Level Infinite entrusts attract mode with media buying, campaign strategy, and social media management for the Western European markets. Their game PUBG Mobile is played by over 1 billion players worldwide. During the 2022 FIFA World Cup, we ran a major campaign beat for the free-to-play battle royale game, featuring the iconic Lionel Messi in the creatives.

With Lionel Messi as the testimonial, our campaign focused on delighting active and lapsed PUBG Mobile Players and creating awareness and intent to play with new audiences. We focused on a video first flight on YouTube, Instagram and Facebook across four Western European countries, supported by a traffic-heavy paid social media campaign.

The Results

  • Despite an advertising competition 30% above usual levels, the campaign outperformed the goals and our projections.
  • The total delivery exceeded our expectations by 19%, with the CPM staying on target.
  • The Messi Video was seen by 42% more gamers than initially projected, driving view rates far above industry averages
  • In three out of four markets, the CTR was beating expectations

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