How Entropia Universe increased their marketing mix and ROI 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. 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.
Mindark wanted to expand their marketing mix and try out influencer marketing and evaluate the ROI of influencer marketing. They had done some unsuccessful influencer marketing campaigns in the past and therefore were unsure if it was the right move for their game.
In order to create a successful influencer marketing campaign, one needs to have a holistic process approach. Which is summarized in 4 simple steps:
- RESEARCH – INFLUENCER FIT
- ACTION PLAN
For this campaign we found 3 influencers to work with the campaign. Two of the influencers were a perfect fit for the game. One influencer who already created high quality dedicated Entropia Universe videos with depth reach and one influencer who had MMO-RPG news channel with wide reach! The third was not so great fit which was something that was found out after the campaign was done.
- 5-week campaign
- Research for influencer fit where 32 influencers were interviewed.
- YT videos – 7 Basic Branding videos
- Yt videos – 6 Premium Branding videos
- Twitch stream 3h
- 1 video made for Facebook/Instagram Ads and Youtube Ads