Aarki for Cookie Jam:
Rediscovering Passion
Campaign Role: Creative Lead / Ad Production
Client: Jam City
Game: Cookie Jam
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Cookie Jam by Jam City has charmed over 100 million players worldwide with its sweet match-3 gameplay. But like any game with long-term success, some players drift away over time.
Our challenge at Aarki was to reignite the passion of lapsed users and encourage them to come back and play again.
In September 2018, I led the creative development of a retargeting campaign designed to do exactly that.
01
The Concept
To capture attention and spark nostalgia, we built interactive video interstitials that transported users straight back into the whimsical world of Cookie Jam.
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Engagement through Choice: Players could influence the story by selecting between two paths, each leading to a different dessert-themed island.
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Emotional Hook: The ads reminded players of the joy of helping Chef Panda blast through cookies before they crumbled, blending storytelling with interactive gameplay.
By transforming ads into mini-experiences, we gave users a taste of the fun they’d been missing.
02
My Contribution
As part of the Creative team, I:​
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Led the ad creation process - from storyboarding, designing, and iterating gameplay-inspired concepts, to final production.
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Collaborated with strategists and analysts to align creative direction with user data and performance goals.
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Optimised workflows to ensure high-quality ad delivery while meeting tight campaign deadlines.
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Supported account growth, helping Cookie Jam scale its creative strategy with engaging, performance-driven assets.
03
The Results
The campaign exceeded expectations on every key metric:
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ROI grew by +87.07% above goal.
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CPI dropped dramatically, by -75.04% below goal.
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Users were reminded of the joy of Cookie Jam, driving them back into the game to play again.
This campaign not only achieved Jam City’s KPIs, but also became a clear example of how creativity and interactivity fuel performance marketing success.
04
Reflection
Working on Cookie Jam was a pivotal project for me - it showcased how data-driven creativity can revive player interest and transform ad performance. It also reinforced my belief that ads don’t just sell - they can re-spark passion for beloved games.
