Online Games
X4: Foundations promotion in the Russian market
Influencer Marketing
X4: Foundations by one of Germany's leading game developers Egosoft GmBH.
Client:
Conduct an influencer marketing campaign on the Russian market for the X4 winter sale on Steam from December 22, 2021 to January 7, 2022.
Goal:
Since X4: Foundation is a game in a space simulator genre, it was important for us to select bloggers, both general-game ones and specializing in reviews of SpaceSims games. We used integration, streams and reviews of the game as the main form of ad placement with bloggers.
We offered the client different levels of bloggers by the number of subscribers. Initially, within the client's budget, 8 ad placements were planned for gaming bloggers:
1 blogger with 500K+ subscribers,
2 bloggers - 50K-500K and
5 bloggers - 10K-50K.
To enhance the effect, an advertising campaign was planned on VKontakte - placement in 15 posts in thematic groups.
Since it was important for us not just to make the placement and fulfill KPIs, but to conduct the most effective advertising campaign, we re-contacted bloggers and administrators of groups on VKontakte and achieved more favorable terms of cooperation. As a result, within the same budget, we managed to place advertising integration with 15 bloggers (+7 to the planned ones):
We offered the client different levels of bloggers by the number of subscribers. Initially, within the client's budget, 8 ad placements were planned for gaming bloggers:
1 blogger with 500K+ subscribers,
2 bloggers - 50K-500K and
5 bloggers - 10K-50K.
To enhance the effect, an advertising campaign was planned on VKontakte - placement in 15 posts in thematic groups.
Since it was important for us not just to make the placement and fulfill KPIs, but to conduct the most effective advertising campaign, we re-contacted bloggers and administrators of groups on VKontakte and achieved more favorable terms of cooperation. As a result, within the same budget, we managed to place advertising integration with 15 bloggers (+7 to the planned ones):
solution:
3 bloggers with 500K+ subscribers
4 bloggers - 50K-500K
6 bloggers - 10K-50K
2 bloggers - 1K-10K
As a result of the influencer marketing campaign, we got:
Results:
From Dec 23, 2021 to Dec 31, 2022:
19% of X4 Steam page visitors were from Russia,
3% from Ukraine.
19% of X4 Steam page visitors were from Russia,
3% from Ukraine.
YOY growth in the "Russia, Ukraine & CIS" cluster in Steams revenue reports was visibly higher than in other regions: revenue increased by 166% sales in unites increased by 296%.
In Russia, the Steam Winter Sale was more successful for us than the Steam Autumn Sale. In most other regions, this is the other way around. So it's clearly visible that the Winter Sale was pushed in Russia.
In Russia, the Steam Winter Sale was more successful for us than the Steam Autumn Sale. In most other regions, this is the other way around. So it's clearly visible that the Winter Sale was pushed in Russia.
To compare: Dec 23 2020 - Dec 31 2020 had 11% of Steam page visitors from Russia.
1.14M
views
$1.1
CPC
x2.2
KPI exceeded
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