Candy Crush's Best Ad 🍬
And other temptations 😈
In a world of short-term profits, blind attention-seeking, and fake ads, I want to take a moment to appreciate an honest advertiser.
Candy Crush.
Think about it.
Candy Crush is 11 years old.
Almost as old as an iPhone.
Their best ad for the last 365 days* is still going strong (*According to AppMagic data combining AdMob, Audience Network, and IronSource):
The ad is so good that it has two versions running (probably on different networks) at the top of the most-shown ads list. It got 100x more impressions than the 100th ad and 5100x more than the 1000th ad.
But Candy Crush isn't innocent.
It was tempted once (and gave up) on the "fake ads route":
One of the many temptations, actually:
But coming back to the good news, Their 180-day top-performing UGC ads on TikTok are also as pure as possible:
Ah, the art of fake ads in the gaming world! Companies cook up eye-catching ingredients to stand out in the app store jungle. They add a dash of agitation or sex appeal, hoping to go viral. But alas, We are in this game for a long-time. And Candy Crush knows this more than anyone else.
🧘🏽 Every time you have a fake ad urge, breath and remember: Even if the good folks don't always win in the end, good products with good marketing do.
Thank you, everyone, for your trust and likes. Trust makes a good business and likes make a good post.
🎂 Proud plug: My brand GrowthTherapist (.com) is one year old.