To achieve impactful results, ITBM tailored the campaign with a dual strategy focusing on integration-first activations and a dedicated video trial while ensuring alignment with niche audiences.

1. Integration Performance

The six integrations were strategically embedded within the creators’ existing content. These activations stood out because:

• Audience Trust: The game was introduced in a way that blended seamlessly with the creators’ ongoing narratives. Viewers trusted the recommendations because they felt authentic and unforced.
• Tailored Messaging: Each creator presented the game in a way that resonated with their audience, maintaining their unique tone and style.
• Natural Discovery: By showcasing the game within familiar and relatable content, the activations felt more like a discovery than an ad, boosting engagement and conversion rates.

‍

2. Dedicated Video Trial

The campaign allocated part of the budget to a standalone, dedicated video, which underperformed relative to the integrations. Key insights include:

• Perception Shift: Dedicated videos tend to feel more like advertisements, reducing viewer trust. In contrast, integrations capitalized on the ongoing rapport between creators and their audiences.
• Conversion Gap: While the dedicated video generated views, it did not translate to downloads as effectively, demonstrating that the presentation format plays a crucial role in driving engagement and conversions.

3. Time Zone Coordination

Working across three time zones posed challenges that required meticulous planning:

• Pre-Scheduled Approvals: All assets and content releases were pre-scheduled to ensure both the creators and brand team had sufficient review time.

Real-Time Communication: Clear, real-time updates and communication channels mitigated delays, enabling a smooth workflow despite the geographical gap.