Enigma cases is the first murder mystery game in the middle east, players recieve the case file and find the killer to solve a case. This case study is special as I’m the owner of Enigma Cases.
Challenges:
“No market, competitors, or audience: Conducting market research for Enigma Cases was impossible, as there was no existing market, competitors, or audience.”
Actions:
Creating a Marketing Strategy:
Due to the lack of an existing market, I had to create hypothetical user personas to target.
I conducted a marketing strategy that focused on awareness campaigns, building an audience, and furthermore, building a market.
Paid Campaigns:
I conducted awareness campaigns on Meta and TikTok, but users quickly moved down the funnel, and we completed 500 successful sales in the first month.
I started conducting sales campaigns through Meta, TikTok, and Google on HubSpot.
Organic Marketing:
I created free online games that users could access by providing their emails, building an email list that reached 8,000 emails in the first quarter.
I designed and ran email nurturing campaigns with an 86% open rate, leading to repeat purchases and community engagement.
I wrote short stories, quizzes, and puzzles and free games that kept the audience engaged on the website that helped gain 8,000 monthly organic website visitors.
Influencer Marketing:
I conducted influencer campaigns, especially on TikTok and YouTube, that garnered huge sales from the first day of posting.
“I couldn’t be more proud of everything regarding Enigma — my love for writing, marketing, and engaging with people all came together in this product.”
Achievements:
This achievement is a little bittersweet.
When Enigma Cases started, there was no market or competitors, but three years later, there is now a big market for murder mystery games, and a lot of competitors.
Competitors in the market meant an expansion of the market, more audience, and more opportunities. I felt proud, and yet terribly terrified when competitors gathered the audience’s attention. It’s a process to accept them, as I was alone in the market for 3 years.
