overview

Marvel Rivals is a high-energy PvP hero-shooter featuring Marvel’s most iconic heroes and villains. With dynamic combat, diverse character abilities, and stunning environments, the game offers players an immersive and competitive multiplayer experience.

Timeline: Dec 2024 

Target Audience (TA): Gamers aged 18–34 in North America, Canada, and Europe

Client: Marvel Rivals - Netease

Status: Completed

Number of Collaborations: 10 Activations

Geography: USA, Canada, Europe

Platform & Formats: YouTube dedicated videos

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execution strategy

We designed a multi-layered influencer approach that leveraged dedicated videos for maximum impact. The campaign focused on:

Authentic Engagement:

  • Worked with influencers who had a strong connection with their audiences to ensure natural integrations.
  • Allowed creators creative freedom to develop challenge-based and meme-style content to drive viral engagement.

Performance-Driven Execution:

  • Pre-planned creator replacements to mitigate misallocation of resources.
  • Quick adjustments to strategy ensured seamless execution and content rollout.

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insights

  • Challenge Content Boosts Engagement: Testing challenge-based formats for a game launch was a first and proved highly effective in driving engagement.
  • Meme Creators Generate Organic Reach: Channels like Childish and The Macro leveraged humor and shareability to push content virality.
  • Strategic Budgeting Matters: A controlled, flexible budget deployment allowed for optimization at every stage, ensuring efficiency and impact.

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key takeaways

Strategic Creator Selection: Balancing variety content, challenge-driven engagement, and meme-based virality maximized campaign performance.

Content-First Approach: Dedicated videos offered creators the ability to fully integrate the game into their narratives, leading to stronger viewer retention.

Budget Optimization: Careful planning and controlled spending led to an efficient allocation of resources, ensuring high ROI.

Organic Reach & Impact: The campaign’s viral elements contributed to Marvel Rivals reaching a Top 10 ranking on Steam, demonstrating the power of diversified content strategies.

videos

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