How Cooking Dash mobile game used creative iteration to boost installs: A ReFuel4 case study

The challengeGlu Mobile’s Cooking Dash is a fast-paced, time management cooking game where its main character, Flo cooks her way to TV fame as a celebrity chef. Having run an initial campaign for 6 months, performance was starting to erode, with cost of installs gradually creeping up.Glu Mobile was looking to revitalize campaign performance and reduce acquisition costs. The brand knew that to leverage oCPM to the fullest, new high quality creatives were needed, especially on a highly visua