360 Session: Alexander Lubchenko, getting the most from your creative partners

Published by Richard Bond September 2, 2021
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Transcription below:

Richard:

So, this is a great interview with Alexander Lubchenko from Nekki, such a nice guy, really, really lovely to work with. We end up talking here about how you can get a really good relationship between external vendors and how you can help utilize them as part of your team and external cost-effective part of your team in the last three or four minutes, he ends up talking about what essentially could be a money machine. Really interesting concept love the way he's refined that process. Feel free to reach out to him on LinkedIn or anywhere as he says, even knock on his door, if you want to pick that conversation up. So here's Alex I'll hand over to him. He's got the goods. I'm Richard Bond from Replai and this is expert 360. Hello. I'm joined here by Alex. Lubchenko Alex, would you like to introduce yourself?

Alex:

1I'm already five years in the digital digital marketing and doing the user acquisition and another stuff for them and bile application in games. So now I'm a CMO in Nekki and we are doing all kinds of marketing stuff for mobile games, which are pretty famous in the RPG and action categories. So, yeah, that's it.

Richard:

Nice. All right. Let's kick this off and see where we go. So what are we going to be talking about today? When can third parties, I guess that's like agencies and vendors help you a strategy. Interesting. Alright, so Alexander Lubchenko in your experience, how can someone first identify that having an outside eye is going to be something that they should actually consider?

Alex:

1If from my experience, I think that there are several major points when it can really help to your marketing activity. And first of all, sometimes especially in a small size and midsize companies that happens when you need some extra hands and you need to scale faster than you can do just with internal team and such kind of out staffing can be, can be a very quick and a pretty quality solution for such cases as well as them. I think the external expertise and the external external vision, most of us are working closely with several pretty common projects for many years sometimes, and we need to refresh our minds. And it's, it's a, I don't think that it's always possible in any moment. You, you would love to do it. So when you are just speaking to, or reaching to any agencies with such kind of experience or expertise, I think that this can be helpful and maybe help you to find the new points of growth or just a new vision, which you didn't admire before the last of the primary points, how you can use it, I think is the recheck of idea. So control testing, for example, if you're testing something new, new approaches, new ideas, new concepts, or something like this, you can use them as a, like let's say like AB testers who can try to make the same test like you do and recheck it. They will receive the same results or not. And if not to try to find out what is the reason. So it can also find you bring you the new knowledge connected to the, the point of testing. That

Richard:

Is super interesting. So three points, first of all, operational blockers, right? Second point creative fatigue, where do we go with this as human beings? And then the third point, like validation testing, right? Kind of like learning validation. Can you, can you give an example or some suggestions on how to make the most of these collaborations? Right. Cause one of them is quite simple outsourcing. One of them is very much like they have to really understand a lot of the learnings creatively. And, and then the last one is obviously also really understanding your creative testing strategy. So how can you get the most from that collaboration? So

Alex:

I think that first of all, you have to be transparent with the partners, with any partners and of course, with the agency as well, because somebody can trick and trying to show something they are not able to do or, or to services that they are done. They're not able to provide, but at the same time, you have to find for, you have to search for the transparency from there and, and to, to try to provide it from yours. We, so we did with agencies who we did a lot of things, we using different kinds of agencies for different stuff. And as from our experience, it's really works well. For example, with the major channels scaling w when you need to scale your major channels, or when you need to, by the way, sometimes even to keep the healthy competition and motivation of 40 internal team, which are working with the scaling of the major channels also can help because, you know, if you find a founder, the good and strong partner with a strong team, sometimes they are starting with better results than your internal team. For example, can give you now. And it's, it's really keeping the healthy competition between them after they are seeing that somebody is doing better and they have to over perform. So, yeah, I, I think that if the partner is transparent and you can trust them, you can do all these kinds of stuff.

Richard:

Okay. So this is really interesting. So you're saying as well as this, the transparency, it was just saying it's a great opportunity to get some that competitive edge, right. In a way that you can kind of go, right. Let's kind of, let's bring someone from the market to come and benchmark, you know, almost where we're at and let's see if we can build it. That's really interesting without obviously sharing anything too specific to your work at Nekki or whatever, any of your secret sauce. Can you give an example of when you've done something or collaborated recently, something that did, you know, had a really good

Alex:

Yeah, for example. So we also have the creative production in with our internal team. And at the same time, as we are using their agencies for scaling our user acquisition activity, they are also are always be there with, with new creative concept and the production. So in that case, I'm trying to manage these two production points, print, let's say, production centers and using the, the pros and cons of each of them. For example, I know that our internal team, they are very strong in the high top high quality and very hyper loaded creative, which can be done. For example, only with the internal agent, which we are using for our game, but at the same time w what, what agency can do at the same time, but the agencies are very quick and very cost efficient. So when we are, and when we were thinking about some strange and quick misleading ideas, that tests, for example, we, we were using the Lord, the agencies, the creative agencies and user acquisition agencies, which we worked with to, to produce a lot of different misleading, creative, and test them by their own, to, to see how, how it will perform.

And at the same time with our internal team, we were looking on the concepts, which were performing well, and we're trying to improve them and to make them over the higher quality, to see how they will perform after the refactoring, let's say, and it really works several times. So we found, I can say many, many interesting concepts, which were, which showed pretty nice results from the beginning, but after our <inaudible> improving with our internal team, did a really great job.

Richard:

Amazing. So you outsource it for speed and for cost effectiveness, they go do the testing. You take the winners internally, and you do a higher quality version of it to see if you can still get the same results. And you've got the same results,

Alex:

Usually even higher results. So

Richard:

Even better. And you were able to recreate this, this wasn't just like a one hit wonder, you've been able to do this multiple times.

Alex:

Yeah. But we were improving with different elements with different scenarios. So we were working around this concept for several months after. Yeah.

Richard:

So you've built, it sounds like that's like the very start, like a wonderful money machine. Right? Put some money in to the agencies at the start. It goes through your refining, the best stuff at the end. Bam. And you're popping out really, really good ROI creatives at the end.

Alex:

Yeah. Because I don't know, not any team can do all this concept testing quickly and cost efficiently. For example, our team, they uproar in the high-quality creative. And of course doing a lot of tests. It's not possible to do a lot of tests. If you have an approach to each concept like this is them real movie, like we do with our trailers and other videos, which we publish on our social, for example, or in this tour. So in that kind of thing in, in with that approach, we were able to test a lot of ideas and then just to select the winners and improve them with our professional team. This is

Richard:

Fantastic. And I guess if anyone really wants to know how you do it, they've got to come and work for you at Nekki, right? Yeah. Okay. So if anyone wants to pick this up and run with it, this conversation, what's the best way of them getting in touch with you?

Alex:

Oh, I don't know. Anyway. Yeah. I'm always open. Even if you're

Richard:

In Facebook emails everywhere. I'll put a link in, on the post then in that case as well. Okay. Well, listen to Alexander. Thank you so much for your time. Real pleasure. Chatting to you and we'll speak to you soon.

Alex:

Yeah. Bye. Bye.