Global Influencer Marketing Success with Genshin Impact
Influencer Marketing in the gaming industry - How we helped Genshin Impact to boost their global brand presence in multiple regions
Influencer Campaigns
North America
Europe
Latin America
US
France
Germany
Austria
UK
Brazil
Mexico
Genshin Impactful Marketing Plan
Genshin Impact, a highly acclaimed open-world action role-playing game developed by miHoYo, sought to enhance its brand visibility, engage with the existing player community, and attract new players to the game. The primary objectives of the influencer marketing campaign were as follows:
Boost Brand Awareness
Increase Genshin Impact's brand awareness among gamers and non-gamers alike to make it a pervasive title.
Cross-Promotion
Collaborate with influencers to promote online/offline events, version updates and new character releases.
New Player Acquisition
Attract new players to the game by highlighting its gameplay mechanics, storyline, character depth and captivating visual aesthetics.
Player Engagement
Enhance the connection between Genshin Impact and its existing player base by showcasing updates, promoting exclusive events and fostering community involvement.
Challenges
Diverse Audience
Genshin Impact appeals to a wide audience, from casual gamers to hardcore RPG enthusiasts. Crafting content that resonated with this diverse range of players was possible due to Content Labs’ extensive influencer network.
Game Complexity
Genshin Impact boasts intricate gameplay mechanics and an expansive open world. Communicating these features effectively was an essential process guided by our creative department.
Saturated Market
The gaming industry is heavily saturated with content creators and influencers. Ensuring Genshin Impact stood out amidst the competition was a key concern. Content Lab tackled this challenge with a balanced mix of marketing campaigns across platforms and types: Classic influencer marketing campaigns, multi-series storytelling, grass-roots strategies and live-streaming. With constant and unique penetration of the market, Content Lab was able to push Genshin Impact-related content to the top.
Cosplay Availability
Each of Genshin Impact’s characters have an intricate design and a unique look, making it critical to produce accurate cosplay content. Long delivery times of cosplay costumes shipped across the world made it challenging for some influencers to adhere to short campaign timelines. Campaigns bound to promote new character releases were especially affected. Content Lab took responsibility by rerouting shipments and implementing creative solutions to get creators the necessary assets to meet deadlines.
Results
The collaborative efforts between Content Lab and Genshin Impact successfully navigated the challenges posed by the diverse audience and the complexity of the game. Through strategic influencer partnerships and engaging content creation, the campaign effectively bolstered Genshin Impact's brand image, strengthened player engagement and drove new player acquisition.
In conclusion, this case study underscores the efficacy of influencer marketing in the gaming industry, showcasing the potential to transform challenges into opportunities for growth and engagement.
Execution
Content Lab formulated a multi-faceted approach to address the challenges and meet the campaign objectives.
Influencer Selection
A comprehensive screening process was followed to select influencers who had a demonstrated skill in engaging and creative storytelling. This ensured enthusiastic voices capable of communicating content related to RPGs and Genshin Impact in fresh and accurate ways.
Content Diversity
Influencers were encouraged to create a variety of content types, including gameplay walkthroughs, character showcases, event guides and fan art displays. This approach catered to different segments of the audience and showcased the game's diverse aspects.
Event Coverage
Influencers were given early briefings of in-game events and updates, allowing them to provide exclusive previews and coverage to their audiences, generating anticipation and excitement.
Cross-Platform Promotion
Content was shared across multiple platforms, including YouTube, Twitch, Instagram, Snapchat and Twitter, reaching a wider audience and engaging users in their preferred medium.
Brand Expertise
With an internal network of Genshin Impact players, our creative department was able to provide hands-on creative assistance to help influencers make exceptional content that adhered to campaign goals while harmonizing with their own content styles.
Results
The collaborative efforts between Content Lab and Genshin Impact successfully navigated the challenges posed by the diverse audience and the complexity of the game. Through strategic influencer partnerships and engaging content creation, the campaign effectively bolstered Genshin Impact's brand image, strengthened player engagement and drove new player acquisition.
In conclusion, this case study underscores the efficacy of influencer marketing in the gaming industry, showcasing the potential to transform challenges into opportunities for growth and engagement.
