Pin Pal

Pull the right pin. Win big.

Pain: Puzzle-game CPI is high, ad fatigue hits in days.
Creatives: 3 hooks · 15 s · 9:16
Channels: Meta, TikTok, Google App Campaigns, ad networks
We measure: Hook rate · CTR · CPI · D7 ROAS

The client

Pull-the-pin puzzle game with heroes in three worlds.

Save the hero from lava, acid or a bomb by pulling the right pin. Audience: broad casual players aged 18–45 who like short puzzles.

The pain

Puzzle-game CPI is high, ad fatigue hits in days.

For the business. In casual games an ad burns out in days. The client needs a constant flow of variations, and 2D animation is slow and expensive.

For the user. Players want a quick challenge and the feeling “I would do better”.

The solution

Fail on purpose, then win. The viewer sees the mistake and is sure they could do it right. Each hook is its own world with its own trigger.

Wrong pin, disaster, “Try again!”, the right pin, a rain of coins and confetti, the end card “Play Free”.

What we measure

Hook rate
CTR
CPI
D7 ROAS

Concept case built to show the method. These are the metrics every hook is judged on; live numbers appear here once a client test runs.

Second by second

0:01 Hook: only 1% pass
0:04 Wrong pin, lava
0:07 Try again!
0:10 Right pin this time
0:14 Play Free

How we built it

Heroes and game art generated, split into layers
Level, hazards, coins and the player’s finger animated in code
Comic fail sounds, a win jingle, light music
Three worlds with their own fonts and end cards

What you receive

3 hooks in three worlds
15 seconds, 1080×1920
Sound design: fail, win, music
New world or hook in about a day
Written test plan