Social Point – Top Troops x Mr Beast

Our long-term partners, Social Point, wanted to launch their latest mobile RPG , Top Troops, with a mega influencer collaboration that would drive both, widespread brand awareness and tangible performance results in the form of instals.

Based on the objectives to reach a global male majority audience at scale and previous successful collaborations for similar products and objectives, we knew MrBeast would be a good option.

In order to make the most out of the partnership, manage overall campaign CPM, and ensure ROI, we worked with the client to create an additional incentive for users to download the game by securing rights for a MrBeast inspired character to be created in the game- a tactic that has previously been shown to increase ROI by over 400%.

The resulting 45 second integration on MrBeast’s YouTube channel and story on his Instagram channel were the outcome of weeks of close collaboration, coordination, and negotiations between the client and creator teams, resulting in CPMs coming in well below target.