With over 300,000 games, the Sandbox is the world's largest multiplayer online game where users create their own avatars and interact with heaps of their favourite brands through unique experiences. Furthermore, the Sandbox metaverse also allows users to monetize their own section of the metaverse.
As a large amount of our client portfolio and prior experience as an Influencer marketing agency centred on mobile gaming, we were brought in as key media partners to manage and apply our expert knowledge to the YouTube marketing campaign.
Based upon discussions with the client we outlined the following objectives. Firstly, although the Sandbox has metaverse/crypto elements, it is important to the client that it is promoted as a game first and foremost, and that creators we involve in the campaign create content related to these aspects. Furthermore, the client wanted to target a predominantly male audience (>60%), with a decent viewership (>50k) within the US market. Following this, the client wanted to ensure we secured talent who could be authentic about the game and enjoyed it, so that users would be able to appreciate the integrity and versatility of the game.
With the campaign objectives set, we turned our attention towards methodically collecting and constructing a tailored sheet for the client that centred around the key objectives and target audience established. Then using a data-driven approach we chose to focus our content verticals on Minecraft and Roblox channels as they have similar metaverse/crypto elements, and thus their audience are more likely to have a higher appreciation for the Sandbox game. From this, we produced a fully tracked YouTube campaign that produced a positive ROI, successfully drove install’s and became an effective source for user acquisition.