Overview

Enhance product awareness, discover new players, establish a loyal player base, increase installs, and grow the paying audience for Hoyoverse games.

Client: Mihoyo/Hoyoverse

Status: Completed

Number of Collaborations: 30 influencers

Geography: USA and Tier 1 countries

Channels: YouTube

Campaign Timeline: April 2023 - January 2024

Execution Strategy

  • Content Format:
    • Mix of integrations and dedicated videos.
    • Focused on dedicated format and integration to showcase different gameplay scenarios and features, ensuring full audience engagement.
  • Target Audience:
    • Diverse audience segments including gaming, multi-gaming, anime, tech, commentary, and movie channels to attract a young audience (18+ male/female).
    • Music and design channels to broaden the potential game user’s audience reach.
  • Campaign Highlights:
    • Achieved approximately 25 million views.
    • Innovative concepts aligned with Honkai: Star Rail (HSR) and the creator’s audience.
    • Selection of high-performing influencers with relevant experience for effective target audience reach.

Results

  • Viewership: The campaign garnered approximately 25 million views, significantly boosting product awareness and player discovery.
    ‍
  • Audience Engagement: High engagement through innovative and tailored content strategies, resonating well with diverse audience segments.
    ‍
  • Player Base Growth: Successfully established a loyal player base, increased installs, and grew the paying audience, meeting the campaign's primary objectives.

Key Takeaways

  • Diverse Audience Targeting: Reaching out to various content categories (gaming, anime, tech, music, design) can effectively broaden the user base and attract diverse audience segments.
    ‍
  • Content Strategy: A comprehensive approach combining dedicated videos and integrations can fully engage the audience, showcasing different gameplay scenarios and features.
    ‍
  • Client Management: Effective client management and improving creator briefs are crucial for achieving consistent results, even with challenging clients.

videos

OTHER CASE STUDIES

NetEase Games \\ Once Human

Promotion Campaign
A multiplayer survival game campaign using influencers to drive engagement through storytelling, challenges, and meme-driven content.

Bambu Lab \\ 3D Printing

Promotion Campaign
Bambulab’s 3D printers were showcased through niche creator collaborations, aligning product features with audience interests.

NetEase Games \\ Marvel Rivals

Promotion Campaign
A fast-paced PvP hero-shooter featuring Marvel icons. Leveraged challenge-based content to drive engagement.