miHoYo \\ Honkai: Star Rail
Performance Influencer Marketing Campaign

overview

Enhance product awareness, discover new players, establish a loyal player base, increase installs, and grow the paying audience for Hoyoverse games.
  • Geography:
    USA and Tier 1 countries
  • Budget:
    Large (for 2 years)
  • Channels:
    YouTube
  • Campaign Timeline:
    April 2023 - January 2024
  • Client:
    Mihoyo/Hoyoverse
  • Status:
    Completed
  • Number of Collaborations:
    30 influencers
  • Client:
    Mihoyo/Hoyoverse
  • Status:
    Completed
  • Number of Collaborations:
    30 influencers
  • Geography:
    USA and Tier 1 countries
  • Budget:
    Large (for 2 years)
  • Channels:
    YouTube
  • Campaign Timeline:
    April 2023 - January 2024

Objective:

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
  • Budget:
    Large (for 2 years)
  • 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.

Challenges And Insights

  • Client Relationship:
    The client was challenging to work with, presenting significant difficulties throughout the campaign.
  • Content Strategy:
    Improved the creator’s brief to better engage the audience, determined the optimal split of placements and formats to achieve stable results month by month.

Challenges and Insights

  • Client Relationship:
    The client was challenging to work with, presenting significant difficulties throughout the campaign.
  • Content Strategy:
    Improved the creator’s brief to better engage the audience, determined the optimal split of placements and formats to achieve stable results month by month.
  • Client Relationship:
    The client was challenging to work with, presenting significant difficulties throughout the campaign.
  • Content Strategy:
    Improved the creator’s brief to better engage the audience, determined the optimal split of placements and formats to achieve stable results month by month.

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.

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.

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.

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.

Campaign Coordination: