Brawl Stars Uses Poop, Irony, and Meme Culture To Create a Viral Ad Campaign

Brawl Stars’ Watch Out the Poop campaign parodies offensive clickbait ads and embraces meme culture to create a top-performing ad campaign. The campaign focuses on the Poop Spike character skin, which Brawl Stars released as an April Fools’ Day joke. According to Sensor Tower data, Brawl Stars’ Watch Out the Poop was the top ad creative by impressions in the mobile game category in June and July 2024.

The ad campaign contributed to a massive increase in downloads and revenue. Downloads and revenue increased by a staggering 40% and 70%, respectively, after Watch Out the Poop launched on April 16.

The campaign also generated nearly 40% of ad impressions in May and around 50% in June. Between May and June, the ad campaign jumped from the 23rd spot in Sensor Tower’s ad creative rankings to 1st.

Members can read the full Ad Creatives report to learn how Brawl Stars uses chaos, absurd imagery, toilet jokes, and blaring electronic music to create a viral ad campaign.

Our Ad Creatives Report examines the most important ad trends in mobile gaming to bolster marketing teams’ UA strategies. To subscribe to this report, connect to Brett Nowak.