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Snapchat influencers case studies for a games industry audience
Key insights
5 takeaways- 01Shifting influencer creative from traditional gameplay trailers to culturally resonant, meme-style content significantly reduces cost-per-install (CPI) metrics.
- 02Marketing campaigns should prioritize social connection and shared fun by positioning games as tools for interaction rather than focusing on technical game mechanics.
- 03Successful campaigns integrate games into existing cultural moments, such as trending internet memes or popular television shows, to foster deeper user devotion.
- 04Content that mimics organic social media communication—utilizing memes and cultural touchpoints—is more effective at capturing younger demographics who are resistant to traditional advertising.
- 05The primary measure of campaign success is the ability to evoke an emotional response that encourages users to share content, effectively turning the audience into active participants in the brand narrative.
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Transcript
[Music]
yeah motocross Facebook post by eight times these are the principles I'm about to share me and that's all around this time you'll spin it like 15 arrows oh so you probably wanna be there right and once they talking
now that is kind of where that you know the actual story about time I start to coat that six years ago that 17 year old me 17 what I did was I started this company in order to express and was an online business publication we're trying to understand how to direct traffic so I cried EG bags i try to keep alive i try this year try the whole host of things we've done every work they think that i started to realize was that I was really good at being able to grow these massive Facebook pages so I could take your facebook from general Jimmy they're like tune into four to six weeks so then might be Tunisian that basically taken off for my team and just post it if I think you and I very easily be able to drive hundreds of thousand people to go directly to the actual site itself
like just use this same thing over and over and we did eleven months the company was required now we just send a team and you set a company there is one fun adventure in motion my blow because first of world like tip it I didn't think these things even happening but ii think what we're really thinking about
and what a minute show you is the triangle which for the foundation of priam we have
[Music] and so this is but then the King 12 said
you started thinking about whether we could do something which happens a culture why sure kind of tell me people have seen this TV show cool what Vegas now Bob's Burgers is the TV shows a lot of people there's a particular character between identifying with the Nexus character your team now Tina is seen as associate
professor she is the person in this it was a bit but she's in the question who always is so then what we were thinking about was well it evn music one of the most difficult part is where the bass drops right and not only that but we know this 8225 organ is really care about this type of thing so culture fit the cultural moment where the bass drops and then a cultural moment like a TV show and bring them together so we think about whether these drugs could be then have Tina twerk it to yourself and this is the time [Laughter]
[Music] the next thing this one is a really interesting because I'm gonna give specific right so the final chapter X you've been told the thing that is really cool is basically showing so much of your inner foot because people really care
about the thing is treated so nobody gives a about you put it whether they are one snack trying to just engage the policy just using all these various formats here then his interest with it he then said forget fool about showing the game fake what did you actually just position this so as the game which enabled you and your friends Marty have fun rather
than it be here the thing about Kate check out how active rather is growing Chinese your friends do this activity those in here she is [Music] [Applause] [Music] [Applause] [Music] [Applause] that's it very simple but focused more than the actual end user and how clean tech Plato would actually to them have a much better experience with their friends we have all these various members and what happened with that then up here that 46 scpi and that was just ordering this changing of porcelain motion rather than the game thing and
they just kept using these or created this kind of devotion that creatives to six months but often wonder that you know this is my favorite memory because when I was doing this particular session of Westlife but when we think about a younger generation and in fact you guys yeah you guys send me to your friends but for some bizarre reason we're stop thinking about your marketing campaigns talking to your accusers they don't want to come into your mind to think about well how can I use the meetings as she communicate with my users in the exact same way if my friend liked it when I said to do him a hug surely the end user they all should I miss you today he's also had possibly nice rational numbers on the screen right and so many friends
this is a really good example you know how you can easily tap the game okay so how many of you guys have seen
this movie white shirt pants yeah these are the distracted working okay I guess my near even reasoning
[Music] as well it's fun I see valleys it like that the ethical hackers trying oh yeah
just like yokai negative culture choose emotion of the game today they feed in the time and the one promised at the beginning to you guys right now about whether the preachers example that showing applies to their friend etc so what
any questions Woodson anyone know we have one question there's a mic on its way to you sir hey that was actually really good talks I thank you for that so do you actually ask them if you you want to make a meme out of a famous cartoon she just go ahead and make it or do you ask permission from those makers or do you work with them or is it completely we'll just do everyone if it
was like we want to take any more questions nope one here a really quick question you have been talking all the time about CPI's what about the impact in quality so I mean again I don't say that so this is like
pretty good and the reason was because the uses are emotionally [Music] I didn't touch I guess saying five years time or ever maybe you're a bit older I do you actively employ young people or something to stay relevant or her
[Music]
Summary
Effective influencer marketing for the gaming industry relies on shifting the focus from traditional product-centric advertising to culturally resonant, user-focused content. By leveraging the specific behaviors and preferences of younger demographics, brands can achieve significant improvements in cost-per-install (CPI) metrics. The core thesis posits that marketing campaigns should mirror the way friends communicate with one another, utilizing memes, cultural touchpoints, and emotional triggers rather than standard gameplay footage to drive engagement.
Key strategies involve integrating games into existing cultural moments, such as popular television shows or trending internet memes. By positioning a game as a tool that facilitates social connection and shared fun among friends, rather than simply showcasing game mechanics, marketers can foster deeper user devotion. For instance, campaigns that utilize relatable characters or humorous, meme-style content often outperform traditional advertisements because they feel authentic to the platform and the audience. This approach prioritizes the end-user experience, emphasizing how a game enhances social interaction rather than highlighting technical features.
Data from these campaigns demonstrate that this shift in creative strategy can lead to substantial reductions in CPI. By moving away from generic game trailers and toward content that feels like organic social media interaction, brands can capture the attention of younger users who are otherwise resistant to traditional advertising. The methodology emphasizes the importance of staying relevant by understanding the cultural landscape of the target demographic, often requiring a deep familiarity with the specific formats and humor styles that resonate within social media ecosystems. Ultimately, the success of these campaigns is measured by the ability to evoke an emotional response that encourages users to share the content with their peers, effectively turning the audience into active participants in the brand’s narrative.
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