unconventional approaches to influencer marketing | macy mills

THINKING OUTSIDE THE BOX

UNCONVENTIONAL APPROACHES TO

INFLUENCER MARKETING

INFLUENCER MARKETING

IS A GLOBAL PHENOMENON

92% 47% $255 million

is spent on influencer

marketing every month.

- Bloomberg 2016

of customers use Adblock

technology, therefore traditional

digital advertising channels often

have limited effectiveness.

- Forbes 2016

of consumers trust an

influencer more than an

advertisement or traditional

celebrity endorsement.

- Forbes 2016

SO WHAT ARE YOUR OPTIONS?

EntertainmentCosplay

Gaming

Cooking Comedy

Music

Prank WeaponsFamily

Fashion

Beauty

Fitness

Tech Lifestyle Movies

THE OBVIOUS APPROACH:

LET’S PLAYS

Gaming

+

Influencers play the game as the main feature of their

video (series), showing various aspects of the game.

⇨

FOR SOME GAMES, IT WORKS!

Engaging Game

Mechanics

Great graphicsAge and

GenderExciting

synchronous

multiplayer

IT EVEN WORKS FOR MOBILE GAMES

We did a “traditional” Let’s Play campaign with 14

Influencers in Poland for Tencent’s new MOBA:

Arena of Valor

Effective CPI: ~0.50€

EntertainmentCosplay

Gaming

Cooking Comedy

Music

Prank WeaponsFamily

Fashion

Beauty

Fitness

Tech Lifestyle Movies

EntertainmentComedy

Prank WeaponsFamily

Fitness

Tech Lifestyle Movies

OPPORTUNITIES

OUTSIDE OF LET’S PLAYS

“E-sports”

Tournaments

User Acquisition

Videos

Non-Gaming

Channels

Licensing

Influencers

into Games

NON-GAMING CHANNELS

PDK Films does a “real-life” Let’s Play for Zombie

Gunship Survival

Garnering over 3 Million views

Various channels integrated ”Pet Paradise Bubble

Shooter” into their typical family vlogs, cooking videos,

etc.

Resulted in a 700% Organic Uplift

NON-GAMING CHANNELS

ONLINE “ESPORTS” TOURNAMENTS

Four top German channels competed against each other in a

Live Streaming Tournament playing “Tiny Armies”

Effective CPI: 1.66€

OFFLINE ESPORTS TOURNAMENTS

Tencent hosted an Arena of Valor tournament live at

Gamescom 2017, with several big MOBA

influencers arranging teams from the audience.

>20,000 viewers on Twitch and a huge live audience

LICENSING INFLUENCERS INTO GAMES

Space Ape brings in over 20 YouTube Influencers to

Fastlane: Road to Revenge

Overall Reach: 55 Million

Day 1 Retention: 56%

PewDiePie launches his own mobile game

Total reach: 83 Million

LICENSING INFLUENCERS INTO GAMES

Space Ape’s UA Video for Fastlane: Road to Revenge

Great extension of an organic video!

USER ACQUISITION VIDEOS

IDENTIFYING THE RIGHT APPROACH

FOR YOUR GAME

Previous campaign

performance

Target

MarketBudget

Campaign

Goals

HELP!!!

HOW COULD I EVER KNOW ALL THIS?!

BRACE YOURSELF!

… only one slide though ;)

THE SALES PITCH IS COMING ...

WE CAN HELP YOU!

GameInfluencer Database supports

profiling of currently 6 Million influencers

Create lookalike audiences based on

• Viewership

• Engagement and reach

• Game preferences

• Previous performance

Guaranteed KPIs

THANK YOU!

Some of the great people who already trust us:

Macy Mills

Head of Business Development

macy@gameinfluencer.com