In influencer marketing we experienced and observed several content solutions: sponsored video, advertisement, takeover and social posts are the most common. However in Hungary, videospots are were beginning to be introduced only in 2019. In these formats, influencers introduce the sponsor of the video and share the relevant information about its product or service and the necessary messages, thus the brand appears as the sponsor of the show. This format allows influencers more freedom since they can add brands to different types of videos and it also provides an honest andtransparent communication.
Furthermore these cost-effective solutions help produce perfomance focused campaigns, since in spots influencers can use call-to-action to channel their viewers to the brands platform and calculate specific metrics. So far in Hungary, the gaming industry realized such campaigns, so here we show you the summary of our activities with Wargaming.
Raise awareness to the major games of Wargaming (World of Tanks, World of Warships)
Drive viewers to the sites of the games
Wargaming offers online, multiplayer-based games and works with influencers for a long time now in Hungary. In the last 1 year we realized several joint cooperation where we created videospots. Influencers were chosen based on topic, reach and demographics, and they created contents based on these (examples of videos are listed below):
As you can see, the topics of videos are either gaming or non-gaming relevant, therefore it is important to mention that videospots can be independent of the content itself and it is enough for the brand to find the influencer who can reach the relevant audience in large numbers. In Wargaming campaigns the 5 influencers created 12 videospots, the results are detailed in the next section.
The created contents had more than 2.3 million views until April 3rd. It is important to highlight that all the spots were inserted in the first minutes of the videos, thus ensuring the message reaches the viewers. Besides reach, driving viewers was important too. Based on analysis, around 20 000 clicks were initiated from the videos to the websites, therefore the direct CTR was around 0,8%.
However the direct clicks are not enough to make business decisions, since customer lifetime value is also important. This means that even though they meet Wargaming the first time via the spots, a lot of viewers do not convert by clicking on the links, but some time later and through another method (e.g. directly typing in the name of the site).