Crazy Is Good: How Anyone Can Make A Big Impression With Killer UA Creative

What the talk is about

Nicholas Day explains how the Raid: Shadow Legends team changed its approach to user acquisition video after Facebook's algorithm updates began favoring content that sparks meaningful interaction. Instead of a standard gameplay ad, the team made a series of sketches where game characters face everyday situations: therapy, a support group, choosing whom to sacrifice. This cut CPI by about 30%, and the video with a sad skeleton, Death Knight, drew hundreds of comments and shares. The speaker shows how to research the product and audience (surveys, competitor forums, Reddit, checks with native speakers), and how to brainstorm, script and make a rough animatic. He also covers scaling one expensive video through formats, localizations, cut-downs and combinations with conventional ads. Useful for UA marketers and creatives.