Case study: Pre-release influencer marketing campaign for Azur Games' Infinity Ops

[Music] hello everyone thank you for being this track and we'll start talking about influencers but whether they can contribute to user acquisition first that you do on a daily basis and well I would love to tell you a bit about our case study that we made together with the game developer called other games that case study is dedicated to a pre-registration pre-release campaign so it's not about driving in stars to a game that is already on the on the App Store it's about how influencer marketing can contribute to the game that it's not released yet so to start

with a couple of words about the company that I represent it's a creative about performance agency we're four years old and we do lots of user acquisition stuff so one of the biggest things that we do is influencer marketing so we specialize a lot in that we both manually and using data so we this way we manage the campaign's from 24 hour basis and we have lots of data insights to do those campaigns effectively our data base counts over 300,000 YouTube channels that we know the social demographic portrait of the users that use those channels and this helps us to plan the campaigns and this helps us to evaluate those results a couple of words about the client that we work with that's global app development they produce different game titles the portfolio

counts over 15 titles and well they have pretty pretty good numbers in terms of monthly active users so they approached us with the tasks they they said ok we are going to release a new game that's called infinity ups and we would love to use your influence of marketing services to contribute to our protest raishin social advertising campaign so they were doing some efforts on their side and they wanted us to help them well the game of course it's released it should have been released for both platforms but by that time they decided to focus on Android first so that's why the task at hand was to drive those Android users to a landing page to motivate them to press register button and once the game is available on Google Play those users receive special

notification and they go to the play and download the game well the brief that we discussed together with the Buddha client well it hadn't focused the worldwide campaign so they wanted to to have older Android users from all over the world but it changed a little bit because the focus on the own the region that we need we asked them to make as it was different so we decided to focus on a particular region and of course the way aiming at some hardcore users who usually are men 18:35 and the campaign was called for almost half a year ago at the end of the March and it was planned to last for about three weeks the overall objective

it was pretty ambitious one they wanted to drive for 1 million trail registrations using both social advertising and influencer marketing so as I said we wanted asked to use influencers which he showcased the game to drive that interest you know and then use the link below the video to go to the page where the users will register and not to receive that special notification that they have to release well with all those without that information at hand we thought about how to receive them how to achieve the maximum result out of them budget that was agreed and out of them say out of the specification that the Android users have to be engaged and we took

experience and that we that we have in running similar campaigns understood that the region that fits best is South America because the majority of users there they play on Android well I mean Latin American and that the cost per placement I mean YouTube integration is pretty low then however the numbers on the channels are pretty big so and also we knew that the that the engagement rate so the users they like to play first-person shooter games there so that's why we agreed with what the client to focus on Latin American we presented client with a media plan that had 13 channels of course yeah we

present family plan that had more but then we agreed to leave just 13 channels as you may see on the slide those channels differed in the in terms of global reach in terms of number of viewers in terms of social demographic portrait however what we had to take in mind is that we had to focus on a particular a portrait so that the the more that we get the most engagement rate the biggest engagement rate as possible and that had to be fit into clients budget so yeah we're not giving we're not giving out the names of the channels on this slide but of course the client knew them then there is lots of work hidden behind these two slides so there is lots of work and selection the channels in touching the base with the influencers and discussing how to present the game and how to run the

creative side and then to pass them the creative materials and then to agree on how this should be integrated and then what kinds of payment they should be getting and what when that should be transferred to them so lots of menial work lots of stuff to be done and as a result we made those integrations and if that is possible I would like to to showcase this short video of how the placement was done just a second he responds it today sponsor is destiny warfare it's first-person multiplayer shooter kinda like titanfall if you ever played this kind of game so a 3d graphics of course and there's hospitals customize your own weapons and I've gotta say from my own experience here this is pretty cold the game comes out in the 90s they even three years or so

now and if you do that you will get yourself a bonus 400 gold in-game and when it does come out you will receive a notification that so you can download it internally and redeem your gold once again make sure you go into the description and download it there thank you to destiny warfare for sponsoring this video so as you may see the influencers they said that this is the registration stage that this is a particular game so they showcased how the game looks like they showcase some particular things happening inside the game so you can use different weapons and all that stuff and then they were motivating the users to click on the link and provided them with the bonus so that worked pretty pretty well because I can get back to the presentation the clicker is not working to the next slide please thank you thank you so much so as

you may see the results were pretty pretty interesting so the campaign lasted for 22 days and of course we had a very big spike in the beginning of the campaign this blue line shows that the client forecast they thought that the number of clicks and registrations were felt down after they finish up their social advertising however instead of that we we had a pretty big number of clicks happening and of course the registrations even after their social advertising efforts we're done and this proves that YouTube videos they provide you this length the long tail effect which gives you additional results as for the campaign so we contributed almost 30% of the overall volume

achieved during the campaign duration and therefore the quality of those protestations well 1/3 so 35 point thirty two point five percent of private registration convert it in things that wanted a certain period of total release quite a few sessions happening on the first day so you know there are certain things to consider apart from the tinkling so Martin helps achieve bigger results and drives long-term effect there are also things that the number of Turkish trations actually exceeded the additional plan because as you see the the objective was to achieve 1 1 million and we achieved 30% more of that I think

we may contribute that number but Latino marketing is the conclusion influencer marketing is quite effective not only the same user acquisition stage but also an early stage and there are certain recommendations to you to give to you so which belong to this particular project so when you plan to use influencer marketing on trail release game so there is no footage that and there is no game available in the app store so you have to provide you have to provide you influencers with certain creatives so they use it in their own videos and of course you need to do some great targeting because as I said if your game is limited to a particular platform you need to focus on those energy installations and aimed at a particular region where that platform is dominant

and of course you need to get maximum reviews and maximum conversions using the budget limitations thank you so much for listening and I welcome your questions I got two questions where the influences all using pretty much the same materials or content or did they each have kind of unique well yeah thank you for the question it's what we usually do is that we agree on a particular creative brief for the client so they have the certain boundaries this and the sudden margins of creative to be done however each influence has their own approach to the

audience they they have so there are certain words there are certain phrases to be used within the video they're a sudden say scenes to be shown however on top of that and say they have certain level of freedom as well and the second question was how do you you avoid your influences keeping the impression that they're kind of selling out I guess like it felt quite obvious to me that that was a promotion rather than like the influencer saying from his personal experience I'm gonna play this yeah that's a great question as well so once we dedicate once the influencer does dedicated video so he invests much from all of his a passion in show in showcasing the game so but when you do the integration usually they say that this is because this advertiser has sponsored the video and this is very

clear that this is an advertisement so they are not like hiding that because also as I remember YouTube has this policy about that once dead attachment is done there is a certain sign in below the video that this video contains advertisement so they changed policy little bit so everybody understands that within that video there is an advertisement so that's why we we don't think it's a it's very wise to hide such things is better to say clearly this is an advertisement but this is a great game and it has a bonus so if you like how it looks like we register [Music] you