Choco Chef
Project Management & timeline challenges
All creatives are property of Kiloo Games
TL;DR
What she did Marketing strategy Creative direction Project Management Production management
Accelerating Marketability
A 6-Week Success for a Cozy Match-3 Puzzle Game
As the Sr. Creative Marketing Manager she led the creative production of a time sensitive marketability test project for a new match-3 puzzle game targeting women 30+.
The test aimed to estimate conversion rate, outperform a profitability target, and measure key metrics like CTR and user retention. A deadline shift from 8 to 6 weeks intensified the challenge.
The Challenge
Time was of the essence. Could the team deliver under pressure?
The main challenge was delivering high-quality marketing assets within the shortened timeframe. This required a clear creative direction, strong team collaboration, and strategic use of existing resources.
Project Planning
- Task Breakdown: She broke the project into key phases, maintaining project progress transparency and realistic delivery expectations for stakeholders.
- Risk Mitigation: Anticipating potential challenges with art assets requests, she prepared a plan based on previous collaborations.
- Team Alignment: Created a shared timeline with clear expectations, milestones and productive feedback check-ins, keeping the team motivated and on track.
- Team Utilization: Understanding each team member’s strengths, she strategically assigned tasks, ensuring everyone’s skills were used to their full potential and driving high-value outcomes.
Concept development highlight
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The Approach
A strong vision and streamlined processes were key for timely execution.
- Creative Direction: She focused on a nostalgic, homestyle visual theme and wrote a relatable story with a female protagonist to engage the target audience.
- Team Collaboration: She motivated team investment through workshops and used mood boards to create a unified vision for the game’s visual and narrative direction.
- Asset Requests & Art Feedback: She streamlined the art asset request process, balancing timely delivery with the art team’s focus on quality. This included securing partially-completed visuals early on to maintain production momentum.
- Problem-solving & Adaptability: She adapted elements from a previous successful test when the deadline was shortened, prioritizing efficiency without compromising the project’s core vision.
New Test
Previous Test
New Test
Previous Test
Adaptions based on concepts from previous marketability test.
Ads highlight
Adapting the ads using the storyboard concepts from an earlier marketability test, removed the need for storyboard generation, feedback and approval sessions allowing her team to jump straight into production and delivering at the 6 week deadline.
The "Alternative Gameplay" ad - Choco Chef
The "Alternative Gameplay" ad - Pepe´s Pizza Palace
The "Story + Gameplay" ad - Choco Chef
The "Story + Gameplay" ad - Pepe´s Pizza Palace
The Outcome
Did the team's efforts surpass expectations in the marketability test?
The marketability test was a success. The assets significantly outperformed the profitability target, achieving higher KPIs than the benchmark. Her focus on coss-team communication and collaboration, data-driven decision making, problem solving skills, and strategic planning proved crucial to this projects success.
Stakeholder Feedback: “The Gameservices team delivered above and beyond, even when faced with deadline changes. They managed to bring our game concept to life through high-quality ads and app store screenshots, providing test results leading us to secure the continued game development and soft launch approval.”
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Team & Role Acknowledgement
Success wouldn't have been possible without the dedicated teams.
As Sr. Creative Marketing Manager, she was responsible for creative direction, concept development, marketing strategy and project management. She build the strategy, she later used to select the game title in collaboration with stakeholders, she provided data-backed recommendations, advocating for a female protagonist and assisted her creative team in creation of assets, mainly through constructive feedback sessions.
For this project she collaborated on copywriting tasks in an effort to handover more copywrite tasks in the future. She created the rough screenshot line-up and storyboard concepts, for the designers and editors to expand up on.
The contributions from teams and individuals, like the graphic designers, video editors, artists, UA/UXR and game development, made this project a reality.
