KC Smith
Digital Marketing Portfolio
With over 1 billion (yes, with a "B") downloads to date, Depicable Me: Minion Rush is the most popular product I've written for. It was also the single product I've spent the most time working on.
And it all starts with the humble app store page. This app store description underwent updates and revisions quarterly as the game incorporated new events, features, and keywords for ASO (app store optimization). I regularly conducted A/B tests to gauge which formats and keyword strategies produced the best combination of high search results positioning, and attractive copy that can convert readers (which can often be in direct opposition).
In addition to marketing the game, I wrote for the game itself as a narrative designer. I scripted several seasonal missions and in-game exposition to help teach players how to utilize some of the new features.
One of our biggest boosts came from this "Games We Love" feature for the Apple App Store. To get this feature placement, you not only need to have a great product, but you need to pitch the Apple App Store team why you deserve such placement, and write a compelling feature they can use. The month this went live we saw a 50% boost in downloads.
One of our biggest boosts came from this "Games We Love" feature for the Apple App Store. To get this feature placement, you not only need to have a great product, but you need to pitch the Apple App Store team why you deserve such placement, and write a compelling feature they can use. The month this went live we saw a 50% boost in downloads.
Around the same time that Minion Rush rose to mobile prominence, TikTok popularized short-form video content, attracting a large portion of younger audiences. I followed that trend and began the official Minion Rush TikTok channel. It was a challenge to master the new format and algorithm, but by staying abreast of trending sounds and formats, I edited popular videos like this one, that reached over 600,000 views.
