About the client
JioGames is a leading online gaming community. Esports gamers, casual gamers, game publishers, spectators, and communities, JioGames offers something for everyone. They required a creative banner copy for one of its cards on its landing page on Jio.com leading to the Play Store page of the JioGames app. Here’s how JioGames banner copywriting received more clicks post-collaboration with Crafted by Sandip.
The challenge
Before writing the banner content, it’s important to know the features and benefits of using JioGames.
1) Too technical, not focused on benefits: Earlier, the banner copy was too technical and focused on features and not benefits.
2) Formal tonality, lacked enthusiasm: The voice and tonality were very formal and not inspiring and friendly.
3) Chunky texts: In addition to that the title also stretched to 3 lines and the sub-text to 3 lines.
Objective
1) Craft a crisp yet engaging title: Minimal yet creative is the trend these days.
2) Speak with the user in the second person: Voice and tone are critical to driving engagement.
3) Crisp yet detailed sub-text: Sub-texts should explain the title.
4) Actionable CTA: CTAs directing the ascertained page are critical to conversions.
The approach
To meet the objectives, created 2 versions of the banner copy, each iterating on:
1) Briefing phase: Spoke with the JioGames team to understand the brand and the pain points. Benchmarked with nearest competitors like: Esports, Roblox, EloElo, and Rec Room are benchmarked to have a look at the style and tonality of the content used by them.
2) Crafted content strategy: Ideated and created a crisp and clear title. Aptly summarized the title in the sub-text. Used verbiage that is energetic, focused on benefits, and created a FOMO.
3) Actionable CTA: Clear and direct CTA to convert into clicks.
Key deliverables
After that, crafted 2 versions of the first draft.
Finalized on this:
Impact
The result was a 15% increase in clicks. The number of clicks in Dec 2023 was 1200. After 3 months, the number stood at 1800 to 2200 clicks consistently.
Conclusion
The collaboration between JioGames and Crafted by Sandip resulted in a catchy and user-centric banner attracting more clicks and downloads. By highlighting the benefits, making content lucid, and adopting an empathetic tone, the JioGames banner copywriting effectively conveyed its message to its audience.
Are you looking to reshape your banner copy for more engagement? Let’s craft your story together, let’s connect.