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At soft launch of a brand new video game, 7,500 downloads achieved; 83% via display ads and Facebook ads.

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Facebook campaign average CTR of 8% – 8x the Facebook benchmark.

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Google Ad conversion rate of 9.24% – double the industry benchmark.

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Full rebrand and website build.

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Comprehensive persona development and content strategy.

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Led by game developers and learning designers with decades of experience at Disney and elsewhere, Bigfatphoenix Interactive is on a mission to make meaningful and impactful learning experiences for kids through the medium of video games. Their games are commercial-quality, fun to play, and use proven gameplay patterns and mechanics from successful genres such RPGs, visual Novels and adventure games.

Turning the Lights On


When Big Fat Phoenix came to Buttered Toast, they already had a fantastic product. They engaged us to take them from an early stage in their lifespan, to a company ready to fundraise for a seed round. They needed to uplevel their website, build awareness on social media, sharpen their personas, begin to craft a Go-To -Market strategy, and start testing their brilliant product out there in the world.

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Building a Presence; Driving a Soft Launch


Conducted deep market research to determine buyer and influencer behaviour.


Performed a full visual rebrand using visual language that would appeal to our identified target market.


Developed a full content strategy, aimed exclusively at mobile, Android users, seeking conversions to demo.


Executed on this strategy, writing and publishing a first tranche of content on the website.


During the soft launch of a brand new video game, a total of 7,500 downloads were achieved; 83% of which were via Google Display ads and Facebook ads.


Facebook campaign average was at CTR of 8% – 8x the Facebook benchmark and Google Ad conversion rate was 0.24% – double the industry benchmark.


Drove brand awareness and conversion campaigns across Facebook and Google Ads to encourage app downloads in their soft launch of the game. This launch was to gather testing data to leverage into a strong seed round.


Developed three comprehensive buyer personas, based on demographic and psychographic research: The Progressive Parent, The Cautious Parent, The Goal-Oriented Parent. Broadly, these personas covered the different mindsets with which parents would assess a video game when browsing on behalf of their children.

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