Case Study / Tap Tap Goose
How a 30-Second Jingle Turned a Mobile Game into a Cultural Moment
A full creative system helped Tap Tap Goose turn a catchy jingle into millions of views, stronger conversion, and lower install costs.
"Whoever made this ad was a genius and definitely got a promotion."
That is a YouTube comment. On a mobile game ad. With 2 million views, 1,000+ comments, and people asking to put the song on Spotify.
This is how it happened.
The Game Nobody Was Finding
Tap Tap Goose is a good game. Polished levels, tight controls, multiplayer, leaderboards. Gerhard, one half of Byteghoul Games, a two-person indie studio in Germany, had built something worth playing.
The problem was nobody was finding it.
The existing ads had been tried on paid campaigns and delivered nothing memorable. The store screenshots were made by a programmer. Gerhard knew the creative was the problem. He just needed someone to fix it.
He reached out to Quadral in September 2025.
What We Built
We did not come in with one idea. We built a full creative system: store assets, three ad formats, multiple hook variations. The goal was to test everything at once and let the data decide.
Store screenshots. We created three new concepts to A/B test against Gerhard's baseline. V3 came out +12.1% above the baseline in retained installers. One concept won, and we knew which direction to push.
"Your screenshots clearly were better than the baseline" — Gerhard
UGC ads. We produced UGC-style videos featuring real on-screen talent with multiple hook variations, all scripted by Quadral. Different openings, same game. These landed in the top creatives for Tap Tap Goose based on BigSpy data, running alongside the other formats in active paid campaigns.
Gameplay ad. Real footage, real levels, real difficulty on display. No talent, no music. Pure proof of game. It landed at 96% likes.
The jingle. This is where things got strange.
The Ad People Did Not Want to Skip
The pitch was simple: instead of showing gameplay and hoping people stop scrolling, write a song about the game. Make it catchy enough that someone remembers it after the ad ends.
Gerhard had one concern. Would muted viewers miss the point entirely? Our answer: captions solve the muted problem. Nothing solves the problem of an ad nobody wants to watch. A jingle at least gives people a reason to turn the sound on.
He said yes. We delivered it.
https://www.youtube.com/shorts/9bsaNv5o4_o
What the Internet Did With It
2 million views. 1,000+ comments. 90.3% likes.
But the number that matters is not views. It is what people did in the comments.
They started transcribing the lyrics.
"Only ad I would actually rewatch" — 194 likes
"Even if it's a knockoff of Flappy Bird, this is genuinely one of the greatest ads to bless my YouTube doomscrolling grind" — 397 likes
"Someone put this heavenly song on Spotify" — 95 likes
"Whoever made this ad was a genius and definitely got a promotion"
Then they started downloading because of the song.
"Just because the song is fire, I'm gonna download it"
"Tap tap fly, i hit install"
"I'm back, fuck it imma download this"
The numbers backed it up. Since the ads launched, Tap Tap Goose drove approximately 20,000 installs through Google Ads.
Cost per install dropped significantly across key markets.
A 33% reduction in Korea. A 50% reduction in the US.
The gameplay ad was running at the same time. It had 96% likes. But its top comments were these:
"Where's the music"
"The other ad is better"
The jingle had already set the standard. Even the other ads were being judged against it.
What This Means for You
Most mobile game ads try to show the game. The jingle made people feel something before they ever opened the store page. That is a different job, and it is harder to do.
When people transcribe your ad lyrics in the comments, they are not just watching. They are participating. That kind of attention does not come from a gameplay loop. It comes from a creative decision to make something worth remembering.
The store screenshots lifted conversion by 12.1%. The UGC ads extended reach across different audience segments. The jingle made people talk and cut cost per install in half.
Three formats. Three jobs. One game.
From Gerhard
"Working with Louis and Quadral was an absolute pleasure. They didn't just deliver great videos — they understood the vibe and identity of our game and turned it into highly engaging, memorable ad creatives. The jingles especially stood out and gave Tap Tap Goose a unique personality that really connected with players and helped the videos perform exceptionally well. Louis was professional, responsive, creative and easy to work with throughout the entire process. Everything was delivered with high quality and attention to detail. If you're an indie studio looking for catchy, high-performing marketing content that actually stands out, I can highly recommend working with him. We'll definitely be working together again."
— Gerhard, Byteghoul Games
