unconventional approaches to influencer marketing | macy mills
TRANSCRIPT
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