CASE STUDY
Overview
Since 2022, Media Bodies has been working as an influencer marketing agency partner for Social Point.
Together, we have worked on using youtube influencer marketing as a mobile game user acquisition channel for titles like Dragon City, Monster Legends, Two Dots, and Top Troops across US, UK, AU, CA, and LATAM.
This case study outlines the data-led influencer marketing strategy we used to scale ROI for Dragon City’s YouTube Influencer campaigns.
This social network city builder style game involves building cities while collecting, breeding, and battling with dragons.
Challenge
Working closely with the client, we defined the core challenge: use YouTube influencer collaborations to market this maturing game to a mixed gender audience of over 18 year olds primarily based in the US & English speaking countries.
Our target KPIs?
Increase instals and generate a scalable influencer marketing ROI
Target high-value users in new verticals
Optimise and scale sponsorship across multiple videos
Solution
As a first step, we defined the entire campaign roadmap for the client.
We laid out the following steps:
Outlining the Brief – understanding the target audience and objectives
Finding the right influencers
Outreach, Negotiations, & Managing influencer contracts
Creative briefing
Draft Management
Live monitoring
Reporting & Analysis
Next, we put the plan into execution.
We knew we would have to expand our search beyond youtube gaming influencers to identify more casual players and establish a scalable youtube influencer strategy.
Using our influencer databases of performance insights collated over a decade, we set about identifying those creators that would be most suited for the objectives and audience of Dragon City.
This involved an analysis of their:
Audience demographic profile including gender split, age distribution, location
Content verticals
Recent average views
Content style
Prior experience working with similar gaming titles
Prior performance on sponsored videos
Additionally, data on typical CVR for these types of influencers in these Geos allowed us to understand minimum required impressions, target CPMs to guide negotiations with influencers, and ideal budget allocations across micro influencers, mid-sized influencers, and mega influencers.
With this additional insight, we were able to identify and secure the best youtube influencers who could drive the target conversions amongst the core target audience.
Results
The initial targeting and iteration strategy resulted in:
Target conversions and ROI
Elevated brand visibility
Establishment of Influencer marketing as an effective user acquisition channel
Increased investment in youtube influencer campaigns
The initial success prompted Socialpoint to begin running consistent campaigns with us, and over the months, Media Bodies have directed over 20 unique integrations for Dragon City alone which have generated around 25 millions views.
With the increased investment, we’ve had to produce new ways to keep the competitive CPMs while driving high conversions.
This has involved expanding the campaign activity to larger influencers, working with the Social Point product team to organise development of custom in-game characters based on top YouTube influencers like KallmeKris and MrBeast!
Limited edition in-game integrations provided an additional incentive for Influencers’ fans to download the game and develop a liking for it; helping drive higher ROI and CVR.
Using this strategy to scale influencer campaign performance has shown to boost ROI by up to 273% and CVR by over 400%, proving it can be a very successful tactic for mobile game marketing!
See how we used this custom integration strategy with MrBeast to promote Top Troops and various influencers for Two Dots.
50+
Influencer Collaborations
$25
eCPM
18+
Males, Females, US
Examples
Watch some of our favourite activations with YouTube influencers.
YouTube Influencer Marketing
Podcast Influencer Marketing
TikTok Influencer Marketing
Instagram Influencer Marketing
Twitch Influencer Marketing
Experiential marketing