Success Story: Zynga's Farmville 2

Zynga was founded in July 2007 with the mission of connecting the world through games. Dedicated to delivering consumers fun entertainment experiences that connect them with their friends and family, Zynga is one of the largest developers of social games.

Available on: Android, iOS, Web

Goals

Zynga wanted to re-engage lapsed payers and players in 25 countries for its top-grossing game, bringing them back to the franchise and encouraging first-time conversions. The company ran a special in-game event—the first sale ever conducted for FarmVille 2: Country Escape—and used Facebook Ads to promote it globally.

Facebook Products Used

• Engagement Ads: With mobile app engagement ads, Zynga reached over a million players in 25 countries and achieved a 5.6X net return on ad spend in 3 days.
• Custom Audiences: To reach paying players and non-paying players, Zynga leveraged Facebook’s mobile app Custom Audiences tool to reach players who had lapsed.
• App Events: To reach paying players and non-paying players, Zynga leveraged Facebook’s mobile app Custom Audiences tool to reach players who had lapsed.