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.
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  • Audience Engagement: High engagement through innovative and tailored content strategies, resonating well with diverse audience segments.
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  • 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.
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  • Content Strategy: A comprehensive approach combining dedicated videos and integrations can fully engage the audience, showcasing different gameplay scenarios and features.
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  • Client Management: Effective client management and improving creator briefs are crucial for achieving consistent results, even with challenging clients.

videos

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