Two Dots: Data-Driven Influencer Marketing on Instagram

CASE STUDY

Overview

Since 2021 we have been working with Social Point on Instagram influencer campaigns for their casual puzzle title, Two Dots.

Having worked with Social Point across a range of other titles, we knew the key objectives would be performance related, which would make it critical to approach the campaign with a strict data-led approach.

This case study outlines the data-led influencer marketing strategy we used to scale user acquisition and ROI for Two Dots’ Instagram Influencer campaigns.

Challenge

Social Point wanted to build a scalable campaign that would generate a positive ROI, while generating a consistent source of user acquisition.

Working closely with the client, we defined the core challenge: use Instagram influencer collaborations to drive instals of Two Dots amongst older female audiences primarily in the US.

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 Instagram influencers

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.

Having worked on YouTube influencer campaigns for Two Dots previously, we knew that specific content verticals produced better performance.

Using our internal performance databases and analytics tools, we were able to identify those Instagram influencers within this Family vertical who had performed well for similar mobile games targeting an older female audience in the US.

Once we had created a list of potential influencers, we conducted outreach. Negotiations were a key part of the execution as it was critical to secure a good CPM so that we could meet the performance goals set by the client.

Here, our wide networks and long-standing relationships helped us ensure we stayed within the target CPMs by leveraging economies of scale with creators and talent agencies.

Drawing performance insights from previous occasions, we knew that simply a single story post was not enough to maximise conversions.

So, the deliverables negotiated included:

3 x IG story frames with the tracking link included in each frame

1 x IG story frame posted 24 hours later with tracking link

Including these tracking links helped ensure we could accurately measure the campaign performance and draw further insight for optimising future iterations.

Results

This data-led targeting strategy resulted in:

Target conversions and ROI

Elevated brand visibility

The strategic selection of influencers along with the tactical split of the budget across various sizes of instagram influencers helped us drive more instals amongst the target audience.

Using data from previous iterations on strong-performing verticals also helped us bypass the stage of testing & provided a strategic focus to our efforts, ultimately helping drive higher conversions.

This campaign was a solid demonstration of the Influencer Marketing Testing Framework in practice. Having gathered data and performance insights from previous YouTube campaigns, we knew using these insights to inform our strategy was the most logical progression to scaling and the key means to drive stronger performance.

Ultimately, this was another successful collaboration with a valued long-term partner.

25+

Females,US

50+

Influencers