I managed the social media accounts for the mobile game, Merge Friends, for 17 months. I worked across the following platforms: Facebook, Instagram, Twitter, Reddit, Discord
Goal:
- Build a community and increase following.
Result:
- Increased following on Facebook from 4k to 35k followers.
- Reached high engagement rates averaging 4% per post.
- Improved in-game monetization and retention.
- Successfully re-targeted old players.
- Built a strong relationship with players.
Keep scrolling for sample posts!
Announcement Posts
Announcement posts were important to inform followers of large and exciting changes or updates in the game. I would usually pin announcement posts to the top of our pages throughout the duration that it was relevant. Announcement post were often most successful for re-targeting old players, and acquiring new ones.
Concept:
During autumn 2021 the game brought a seasonal update with an autumnal theme. There was also due to be a Halloween event later in October which I wanted to tease with the autumn announcement.
Copy:
Falling leaves, 🍂 crisp apples, 🍎 and plump pumpkins. 🎃 Fall has arrived in town with some exciting updates. Cozy up and check out what the harvest season has brought:
📅 The Townies need your help with a new set of daily tasks.
🍁 Lily has new garden harvest bundles you can purchase.
👻 Get ready for something spooky later this month!!
Update and play now ➡️ Link in the bio
#mobilegaming #mergefriends #mergegame #mobilegames #newupdate
Statistics:
Engagement Rate: 7.33%
Reach: 14,648
Reach: 14,648
Illustration drawn by Karolina Rosołek
Image created by Jani Porkka
Character Illustrations by Karolina Rosołek
Concept:
During Winter 2021, the game introduced a festive update to celebrate the holidays including a Secret Santa event later in December.
Copy:
Brrr! 🥶 Do you feel that? It’s the first snowfall of the season, take a peak at your town. 👀⛄ We’re not the only ones who woke up to a blanket of snow outside. Our new update, Winter Wonderland, is here and we can’t wait to celebrate the Holidays with you, here’s what’s new:
❄️ Check out the Snowy Town Map.
📅 Get helping the Townies with some winter themed daily tasks.
🎁 The gift giving spirit has arrived, someone is planning a Secret Santa event in December. Available for players level 12 and up.
📝 More deliveries as Jimbob has a special request for our high level players.
📅 Get helping the Townies with some winter themed daily tasks.
🎁 The gift giving spirit has arrived, someone is planning a Secret Santa event in December. Available for players level 12 and up.
📝 More deliveries as Jimbob has a special request for our high level players.
Join the festive fun today ➡️ Link in the bio
#mobilegaming #mergefriends #mergegame #mobilegames #winter #christmas #winterupdate
Statistics:
Engagement Rate: 4.83%
Reach: 2,172
Reach: 2,172
Special Occasions
I wanted to make sure that our pages stayed relevant by keeping up to date with special occasions around the world and by celebrating milestones with the community.
Concept:
We reached the one year milestone since our game's global launch. I wanted to celebrate this with our community and give them an in-game gift which they could collect by clicking a link.
Copy:
We reached the one year milestone since our game's global launch. I wanted to celebrate this with our community and give them an in-game gift which they could collect by clicking a link.
Copy:
Today is an exciting day. IT’S OUR BIRTHDAY!! 🎉🎉🎉 Merge Friends launched globally one year ago today. Thank you for being with us this year, it’s been so much fun! ❤️
Tell us what your favorite thing about Merge Friends is in the comments and then grab a birthday treat from the link in our stories!
#mergegame #mergefriends #mobilegames #mobilegaming #skunkworksgames
Statistics:
Engagement Rate: 12.15%
Reach: 2,246
Video Retention: 97%
Reach: 2,246
Video Retention: 97%
Video created by Hiski Suomela
Image drawn by Karolina Rosołek
Video created by Hiski Suomela
Concept:
I wanted to wish our community a happy new year on January 1st.
I wanted to wish our community a happy new year on January 1st.
Copy:
HAPPY NEW YEAR!! 🕛🎆 We wish everyone a blessed 2022 and can’t wait to share all the exciting things we have in-store for Merge Friends this year. 🎉 Best wishes, from the Merge Friends Team! 💖
#mobilegaming #mergefriends #mergegame #mobilegames #happynewyear #newyear #2022
Statistics:
Engagement Rate: 7.31%
Reach: 1,450
Video Retention: N/A
Reach: 1,450
Video Retention: N/A
Community Engagement
I designed a number of community engagement initiatives to help boost our engagement via comments, but also to increase the value in following our pages.
Concept:
I created a Facebook only event called, The 12 Gifts of Christmas, where followers could find a new in-game gift everyday throughout the 12 Days of Christmas
Copy Sample:
Copy Sample:
On the fifth day of Christmas Merge Friends gave to me 🌟 ONE GOLDEN PIGGY!! 🌟 ➡️ [LINK] 🎁🎄
Remember to come back every day for a new gift.
Statistics (12 posts):
Statistics (12 posts):
Avg. Engagement Rate: 6.02%
Reach: 21,567
Reach: 21,567
Image created by Jani Porkka
Image created by Jani Porkka
Image created by Jani Porkka
Image created by Jani Porkka
Video created by Josette Thomas
Concept:
A competition during our Valentine's Day Event where players have to guess which in-game item is shown in the silhouette in the video clip. All correct entries are entered into the draw to win a prize.
Copy:
Copy:
We hope you’ve been enjoying our Valentine’s Event! ✨ Can you guess which Valentine's item is inside the gift box? 🎀 If you answer correctly you could be in for a chance to win an awesome in-game prize. 🎁 Entries valid on Instagram and Facebook, and winners announced on Monday. Good luck! 🍀
#mobilegaming #mergefriends #mergegame #mobilegames
Statistics:
Engagement Rate: 10.25%
Reach: 1,299
Video Retention: 99%
Reach: 1,299
Video Retention: 99%
ALL CONTENT HAS BEEN DISPLAYED WITH PERMISSION FROM SKUNKWORKS OY
