What results can influencers drive effectively and where it's not enough? Should I do pre-rolls os dedicated videos? How to choose the right creators? Our top tips about cooperating with influencers to promote mobile version of Fortnite (Epic Games) across a dozen markets. Our view on the subject as an agency made of specialists from advertising and media industries.

1. HOW TO USE INFLUENCERS TO DRIVE GROWTH?
CASE STUDY OF FORTNITE MOBILE LAUNCH CAMPAIGN.
Warsaw, 17.06.2019 / Google Campus

2. INFLUENCERS - WHY SHOULD YOU CARE?
90% OF GAMERS TURN TO YOUTUBE AT LEAST
ONCE A WEEK FOR GAMING, INCL. DISCOVERY
250M $
IS SPENT EVERY YEAR BY GAME DEVELOPERS
ON INFLUENCER MARKETING CONTENT
SOURCE: GOOGLE/GREENBERG, STATISTA/MORAR

3. INFLUENCERS - BROADER PERSPECTIVE
INFLUENCERS ARE A HUGE TREND. LEARN
HOW BIG BRANDS (LIKE EPIC GAMES)
APPROACH INFLUENCER MARKETING:
1. IT IS DEEPLY ROOTED IN BRAND STRATEGY
2. IT IS A PART OF BIGGER CAMPAIGN
3. IT SYNERGIZES WITH OTHER ACTIVITIES
4. IT HAS AN APPROPRIATE SET OF GOALS
5. IT IS TESTED, MEASURED & OPTIMIZED
BRAND
STRATEGY
COMMUNICATION
STRATEGY
INFLUENCER
ACTIVATION
MEDIA
CAMPAIGN
SOCIAL & PR
CONTENT
EXECUTION

4. INFLUENCER MARKETING OVERVIEW
OPPORTUNITIES CHALLENGES?
CHOOSING THE RIGHT
CREATORS
OPTIMIZING THE
CAMPAIGN EFFECTSSOLUTIONS
TODAY WE WILL TALK ABOUT KEY OPPORTUNITIES AND CHALLENGES, BUT AT
THE SAME TIME WHAT ARE THE SOLUTIONS THAT YOU CAN USE YOURSELF.

5. OPPORTUNITIES OF INFLUENCER MARKETING
SEGMENTATIONSCALABILITY BRAND BUILDING
VERY PERSUASIVEHIGH CONVERSION ADBLOCK HACKING

6. CHALLENGES OF INFLUENCER MARKETING
TIME CONSUMINGSELECTION CONTENT CONTROL
FRAUD PROTECTIONSETTING KPIS BRAND SAFETY

7. HOW TO PICK THE RIGHT INFLUENCER
● TARGET YOUR GAME’S AUDIENCE
● LOOK FOR THE RIGHT CATEGORY
● AUTHENTICITY AND SIMILARITY TO YOUR BRAND
● RESEARCH THEIR BUSINESS COOPERATIONS
● PICK CREATORS THAT UNDERSTAND PLATFORM
● USE AVAILABLE TOOLS FOR BETTER RESULTS

8. HOW TO OPTIMIZE THE CAMPAIGN
● DECIDE ON YOUR BUSINESS GOALS
● CLEVER AND CONCISE BRIEF
● HELP THE CREATOR UNDERSTAND YOUR MESSAGE
● OPTIMIZE CONTENT FOR TARGET PLATFORM
● PUT THE GAME IN THE RIGHT CONTEXT
● TEST AND LEARN WHAT WORKS
HIGHER ROI
HIGHER CTR
LOWER CPI

9. INFLUENCER MARKETING OVERVIEW
OPPORTUNITIES CHALLENGES?
CHOOSING THE RIGHT
CREATORS
OPTIMIZING THE
CAMPAIGN EFFECTSSOLUTIONS
AFTER GOING THROUGH THE SUBJECT WE WANT TO SHOW YOU HOW WE USED
THIS KNOWLEDGE IN ACTION WITH FORTNITE ANDROID LAUNCH IN 2018.

10. FORTNITE ANDROID LAUNCH - CASE STUDY

11. CAN FORTNITE BE RELEVANT TO ME?
EVEN THOUGH FORTNITE IS CURRENTLY ONE OF THE MOST POPULAR GAMES, IT
HAS BEEN CLEVERLY PROMOTED FROM LAUNCH - WE WILL SHOW YOU HOW!

12. FORTNITE ANDROID LAUNCH - BRIEF
THE LANDSCAPE:
- MORE THAN 120 000 000 PLAYERS (SEP/OCT 2018)
- ANDROID VERSION IS READY TO LAUNCH
CHALLENGES:
- REACHING NEW AUDIENCE
- CONVERTING EXISTING PLAYERS
- SPREADING AWARENESS
TIMING:
2 WEEKS FOLLOWING GAME LAUNCH
KPIS:
REACH / CLICKS / WATCHTIME
CHANNELS:
- INFLUENCER VIDEOS
- MEDIA CAMPAIGN
- ADDITIONAL ACTIVITIES

13. FORTNITE ANDROID LAUNCH - EXECUTION
INFLUENCER SELECTION CRITERIA:
FORTNITE PLAYERS / MOBILE GAMERS / SMARTPHONE TECHIES
CREATIVE STARTERS:
- PLAYING FORTNITE IN UNUSUAL PLACES
- FORTNITE MOBILE GAMEPLAY VIDEO
- SQUAD UP IN THE CITY
RISK’S:
- RIGHT SETUP FOR THE CREATORS
- MESSAGE DISTORTION
- HARDWARE RESTRICTIONS

14. ADDITIONAL RESULTS
- UNPAID FOLLOW-UP VIDEOS
- CROSS-PROMO WITH CONSUMER BRANDS
HOW WAS IT DIFFERENT FROM OTHER MOBILE GAME
CAMPAIGNS:
- FOCUS ON DEDICATED VIDEOS
- AWARENESS AND COMMUNITY BUILDING AS PRIMARY GOALS
- CREATIVE STARTERS MADE IN COOPERATION WITH CHOSEN
CREATORS
WHAT WOULD WE DO BETTER:
- MORE FOCUS ON TECH AND MOBILE GAMES INFLUENCERS
- TRYING OUT DIFFERENT CATEGORIES
- MORE CONTENT OPTIMIZATION
FORTNITE ANDROID LAUNCH - POST-MORTEM

15. KEY LEARNINGS & TAKEAWAYS
1
EACH MOBILE GAME IS A BRAND THAT HAS OWN CHARACTER, TARGET AUDIENCE AND
A POSITIONING, THAT NEED TO FIT WITH INFLUENCERS PROMOTING IT
INFLUENCER MARKETING IS TRICKY, BUT CAN BE LEVERAGED FOR GREAT PROFIT. THE
SECRET IS IN PICKING THE RIGHT INFLUENCERS AND TRACKING THE RIGHT RESULTS.
GIVE CONTENT CREATORS ENOUGH SPACE TO BE CREDIBLE TO THEIR COMMUNITY, BUT
AT THE SAME TIME PREPARE A DETAILED BRIEF WITH YOUR VISION AND GOALS.
NO PRODUCT IS “TOO GOOD” OR “TOO BAD” TO BE ADVERTISED. AND DEFINITELY EVERY
PRODUCT REQUIRES A STRATEGIC MARKETING CAMPAIGN FOR LAUNCH.
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3
4

16. THANK YOU!
PIOTR BOMBOL
CEO
+48 602 407 789
piotr.bombol@gameset.co
FILIP GAPIŃSKI
HEAD OF GAMES MARKETING
+48 888 462 567
filip.gapinski@gameset.co