AKM team, 2025
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In just 30 days, the “Rooster Fights” Instagram campaign delivered 12,000 game uploads, 31 million views and 870 videos on Instagram Reels, redefining how mobile games connect with their audience. By combining dynamic gameplay highlights, culturally relevant trends, and strategic partnerships with local Instagram profiles, we turned short-form videos into a powerful tool for user acquisition.
This case study breaks down the exact steps, results, and how we exceeded expectations in one of the most competitive markets.
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<aside> 🐓 “Rooster Fights” is a fast-paced mobile game known for its competitive mechanics and engaging gameplay. The game itself is an online PvP arena for rooster fights, with periodical tournaments and competitive mechanics.
Due to its high dynamics, high-quality visuals, engaging mechanics, and overall festivity, the game has been recognized by over a million players all around the globe.
“Rooster Fights” by the Numbers:
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<aside> 🎯 Operating in a highly saturated gaming market, the studio faced the challenge of reaching new audiences. Also, since all the traditional performance-marketing tools were already used, an innovative approach was required.
The campaign was focused on entering the Indian market, leveraging culturally relevant formats and innovative Instagram promotional strategies to attract new players.
Main goals:
<aside> 🔭 Over 35 Indian Instagram profiles with different types of faceless content were engaged to produce hundreds of 15–60 second Instagram Reels with “Rooster Fights” promotion embedded.
By choosing relevant Instagram partners with viral Indian content, the campaign successfully captured the attention of the target audience, and some sponsored content went viral.
Key points:
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https://www.instagram.com/reel/DD_A5Q4SB_7
https://www.instagram.com/reel/DDzXhE6ySSs
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Here are the exact steps we followed to reach the goals and beat all the challenges we faced on the way.
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As a first step, we’ve conducted research on the most relevant content categories in India. The requirements were as follows:
Based on all the data, we’ve highlighted a few of the most relevant categories:
With the help of internally developed software tools and a highly experienced outreach team, we’ve managed to find the necessary amount of the most relevant Instagram pages to work with and onboard them.
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To fit the content we aim natively and make the whole sponsored content look cool, we decided to focus on the “split-screen” integration format. The idea is that the upper 65% of screen area is content itself, while the promotional part (the banner) is dynamic gameplay footage occupying the rest 35% of the screen’s bottom area.
The key messages of the banner were:
By following these points, we’ve managed to create natively-looking sponsored content, which proved its efficiency and engaged the exact audience we aimed for from the very beginning.
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We’ve managed to balance between the budget provided and the quality.
By using an internal content tracking infrastructure, as well as third-party analytics tools and trained quality control specialists, we reached a 95% approval rate while only 5% of videos were rejected due to quality issues.
All the published content and profiles were moderated in accordance with these criteria:
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During the campaign, we faced some issues and blocking factors. Here’s a quick breakdown of the details.
— Blocker 1: lack of relevant profiles. — Solution: developing custom parsing infrastructure, which fits our purposes perfectly and allows us to find unlimited amounts of relevant profiles at an affordable cost, unlike any discovered tools on the market.
— Blocker 2: slow onboarding and communication process. — Solution: we’ve gained all the necessary expertise and provided our outreach team with all the materials and infrastructure to make the whole process faster and more stable. Also, we’ve partnered with local influencer marketing managers to avoid direct communications with partners and discover “hidden gems” among all the profiles.
In general, the campaign was smooth and resultative. Also, we improved our expertise to conduct such campaigns more effectively.
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