Make a global mobile game feel native to Brazilian players.
Travel Town is one of Moon Active's flagship mobile games. The brief in Brazil wasn't only paid acquisition - it was to make the game feel culturally relevant in a market where players are quick to spot foreign-feeling ad creative.
The goal: build awareness and drive installs through Brazilian creators, at a cost per view well below what standard paid media or one-off mega-creator deals would deliver.
65 high-trust creators, scripts in their own voice, one ongoing programme.
We focused on Brazilian lifestyle and motherhood creators (all 2M+ followers) - categories where audience trust runs unusually high and where Travel Town's casual, relaxing positioning lands naturally.
Rather than a single big campaign, we built an ongoing programme that grew as we learned. Over 15 months on Travel Town, we ran 7 distinct campaigns, with each creator delivering two sets of organic Instagram Stories - 130 deliverables in total.
Every set was scripted in the creator's own voice and life context, not a polished broadcast-style brief. That single decision is what kept the CPV at a quarter of the market standard.
The programme delivered the same scale of awareness that would normally cost nearly 4× more at standard Brazilian creator CPV.
4× the views for the spend - and a partnership now in its third year.
The programme delivered 49M+ views across 130 organic Instagram Stories, at a cost per view of $0.0075 - about a quarter of what the same scale would have cost at standard Brazilian creator rates. Same spend, 4× the views.
Click-through rate landed at 0.7% across all 7 campaigns, with 304K total clicks driven organically through creator storytelling. The strongest sets continued driving installs months after publication.
The partnership is now in its third year and remains active.
A sample of the creators behind the 49M views.
- 65
- Creators activated all 2M+ followers
- 130
- Instagram Stories produced
- 7
- Campaigns executed