The Client
How did Entropia Universe find their golden formula with influencer marketing? Entropia Universe is a massively multiplayer online (MMORPG) virtual universe designed by the Swedish software company MindArk, based in Gothenburg.
Entropia uses a micropayment business model, in which players may buy in-game currency (PED – Project Entropia Dollars) with real money that can be redeemed back into U.S. dollars at a fixed exchange rate of 10:1. So this means that virtual items acquired within Entropia Universe have a real cash value, and a participant may, at any time, initiate a withdrawal of their accumulated PED back into U.S. dollars according to the fixed exchange rate, minus transaction fees; the minimum amount for a withdrawal is 1,000 PED. The Entropia Universe is a direct continuation of Project Entropia.
The Challenge
From our previous project, we found a Golden Formula that increased the client’s customer acquisition. Therefore, the challenge was now how we could polish the formula and increase the results.
The Solution
In order to create a successful influencer marketing campaign, one needs to have a holistic process approach. Which is summarized in 4 simple steps:
1) RESEARCH – INFLUENCER FIT
2) ACTION PLAN
3) IMPLEMENTATION
4) WRAP-UP
For this campaign, we worked with 2 influencers we previously worked with and 1 new influencer in the market of Russia with the campaign. Read more about our services here.
Campaign deliverables
- 6-week campaign
- Research for influencer fit where 35 influencers were interviewed
- YT videos – 6 Basic Branding videos
- YT videos – 4 Premium Branding videos
- Twitch stream 3h
- 2 videos made for Facebook/Instagram Ads and Youtube Ads
Results
Cereal Overdrive
MMOByte
- Watch pre-roll 1 on YouTube
- Watch pre-roll 2 on YouTube
- Watch pre-roll 3 on YouTube
- Watch pre-roll 4 on YouTube
mmorpg.su
YouTube
Cereal Overdrive
| YT VIDEO # 1 | YT VIDEO # 2 | YT VIDEO # 3 | YT VIDEO # 4 | TOTAL |
|---|---|---|---|---|
| 1,044 | 946 | 666 | 1,037 | 3,693 |
MMOByte
| YT-pre-roll # 1 | YT-pre-roll # 2 | YT-pre-roll # 3 | YT-pre-roll # 4 | TOTAL |
|---|---|---|---|---|
| 56,767 | 168,075 | 72,333 | 46,172 | 343,247 |
mmorpg.su
| YT-pre-roll # 1 | YT-pre-roll # 2 | TOTAL |
|---|---|---|
| 43,572 | 38,797 | 82,369 |
