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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— Introduction

About the Client

<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:

• 1,000,000+ downloads on Google Play.
• Up to 50,000 active players.
• 201,000+ “𝕏” followers.
• 27,000+ Discord members.
• Launched on Oct 2023.

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Goals and objectives

<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:

• Acquire new Indian users through the Instagram Reels native integrations.
• Reduce user acquisition cost (CAC) with an organic reach.
• Create a viral effect before an upcoming grand tournament using short-form content.
• Boost brand awareness, engagement, and presence in the India region in general. </aside>

Campaign startegy

<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:

• Collaborations with more than 35 relevant Indian Instagram profiles.
• Sponsored “Reels” videos with embedded promotion (gameplay footage occupying 35% of the screen’s bottom area, with powerful CTAs and offers included).
• Focus on culturally relevant content tailored to Indian audiences.

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Visual examples of sponsored content ⬇️

Video examples of sponsored content ⬇️

https://www.instagram.com/reel/DD_A5Q4SB_7

https://www.instagram.com/reel/DDzXhE6ySSs

— Campaign execution

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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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1. Finding and onboarding relevant partners

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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:

• High engagement rate.
• Popular in India.
• Matches with the target audience's preferences.

Based on all the data, we’ve highlighted a few of the most relevant categories:

• Mobile gaming.
• Podcasts and talkative content.
• TV shows.
• Memes.
• Cartoons.

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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