10 January 2023

Ardacious is a Brisbane AR startup behind Ardent Roleplay, an app that brings tabletop games like D&D to life with augmented reality projections. In early 2021 their ads were not landing.

The fix was a positioning shift. The real prospect was not the player, it was the Game Master — the storyteller who brings the rest of the table with them. The team produced a 25-second video of a medieval town going up in flames, scored and written in the language a GM uses to address their players.

Twelve months on, the campaign had generated 2,840 results and 758 leads across 25 Meta campaigns at a 26.6% conversion rate. Proof of what the right positioning, delivered through video, can do for a niche product.

More in Case Studies