A well known female focused mobile gaming brand developed an influencer marketing strategy which has so far produced six successful campaigns working with YouTube creators.
With spendings of between 72 euros and 15,600 euros per creator, the brand has produced some impressive results – including an average cost per view of just four cents.
And with repeated commissions the brand has not only increased orders but also significantly improved its brand awareness.
av. engagement rate
The brand invoked a classic influencer marketing technique – test and assess – to ensure better results with every campaign.
Its first attempt involved commissioning several YouTubers of varying reach in a bid to see which avenue would be most efficient for the brand.
The four creators sponsored ranged in cost from 72 euros to 11,520 euros.
After achieving an average cost per view of six cents the brand decided to focus on medium reach creators for their next campaign – having seen from the previous efforts these returned better costs per view and higher engagement rates.
They spent in the region of 1,600 euros on two creators and obtained around 56,000 views for the content. The brand also lowered its cost per view to just three cents.
By the time the brand got to their fourth campaign they were ready to spend on a big name creator once more, this time 15,600 euros for a German YouTube star.
She brought them close to 550,000 views with the one video, and with a 5.3% engagement rate, the brand spent a total of 54 cents per engagement.
Now in their sixth campaign, the gaming brand seem to have mastered the process of choosing and briefing content creators.
Their latest sponsored video returned an impressive cost per view of two cents and a cost per engagement of 45 cents.
Gaming app videos are some of the most popular on YouTube – both to watch and to make.
Check out this video which shows the YouTuber demonstrating a mobile game for her followers.
*This video is not linked or connected in anyway to the data featured in this article.