Top of the chart and kind of mythic idle ; HAPPY 6th BIRTHDAY Adventure Capitalist by Hyper Hippo Productions !! It was the anniversary of this mythic app and an influencer told me this ; but how does work influencer marketing?
But how do you know It ?
Well, I get it in my calendar. LOL No.
They actually did a good job sharing this information as they did a MASSIVE influencer marketing campaign. I think overall the campaign is really great and the event interesting enough to engage the audience !
Here are few example of the influencer they choose !
Wow that’s a lot of people, did It works?
To know if something work you need first to set your goal and expectation. I will never tell you enough how important it is as Influencer marketing gets different goals. The goals can be :
1/ WOM
2/ Community
3/ New users performance
4/ Organic content to reengage
5/ A new goal created by your management :p
So, as you can see you are working around different pilar when you launch a campaign in order to bring awareness, consideration, acquisition, service and build loyalty.
Keep It in mind if one day you do a campaign, especially with the loss of the VTA attribution – because this actually impacts a LOT influencer marketing – keeping an holistic view is central while analysing an influencer marketing campaign. Ask yourself what happens on my ranking in store, did my CPI decreased on my normal campaign, how is looking my organic revenue trend? etc.)
Holistic view KEZAKO ?
Being holistic it is taking care of data blended organic and paid ; it is like being on a boat and looking at the horizon instead of looking at only your shoes. Because when you look at your shoes like your deterministic data, there is actually a lot you are missing at the horizon.
To do that, usually advertisers activate sources at the same time the same day in order to make a big wave of reaction that hopefully has an impact.
But does that means I need to ask a campaign to BEYONCE?
So if your goal is to do a PR campaign definitely. Higher the reach the better It is. A lot of folks used Snoop Dog this year actually. However, even if you need to have significant amount of views on each videos because a conversion rate will be applied to those views ; do not underestimate the little sources you can have from the micro because they are strong as well BUT won’t make you scale due to their limitation in reach.
But me I am UA Manager, i like NUMBERS so how can I do ?
So you can still calculate lot of things and as I am lazy I am going to screenshot the presentation I did for the incredible AGS event !
So, did It worked for this 6th years Adventure Capitalist Birthday?
As long as you increase your WOM and k factor, to me It is a success. Indeed, I can not tell enough that deterministic data is not EVERYTHING. It is important, true but it is one part of the iceberg 🙂
However, having a look at the google trend search volume, It sounds like around the 30 when the campaign was published something great brand awareness related happened !
If we watched a bit more in details on the like and comments generated ; It sounds promising !
They launched mainly all videos the same day which is super smart and definitely help you to have this organic uplift I hope they had ; so well done !
So what could they have done a bit better?
I think a few tweaks could have made it even more amazing !
1/ Add a QR code on your influencer video so people on PC just have to grab their phone to install your app !
2/ Make sure the first 3 sec your app appears ! Your youtube video is your creative ad… Trust the influencer but keep in mind the completion rate of the video is rarely 100% ! In 6 video the ad happens at 30 sec + but 4 at 1 sec which is perfect 🙂 Especially when you are not buying a creative from a tiktok creator YOUR BRIEF MATTERS !
3/ Add a promo code and use FLYSHOT – this is a really revolutionary solution !
4/ Diversify a bit more the influencer mix categories. Your mobile app player is not obviously a core gamer ; and even if he or she is, I am almost sure they have other interests and content they are watching on video ! The video I saw for this campaign stayed mainly in Gaming category ; however there is some hope as the trendy ASMR channel gets some video and some other categories as well.
Last but not least…
As you saw influencer marketing is all about a message that you make the creator communicates for you so language matters and It is a super tool to penetrate a new market especially in non english speaking countries ! Hope you had fun and at least a good info in the post ; looking forward to see your next creator campaigns !!!
