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Measuring the impact of influencer advertising
25.Feb.20, 06:09;
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Since it's authentic influencer marketing works, and placing a value on its efficacy was something we wanted to test in detail for our Old School RuneScape influencer effort. We are renowned for producing high-quality PC games, but to cellular as one of the very first fully-fledged MMORPGs we brought Old School in October 2018 to offer you the immersive experience on both the desktop and mobile computer.
Over 270 million accounts are produced across our matches and, unsurprisingly to an game, a number of these runescape players have proceeded from PC gaming. Our task was to use mobile as an opportunity to welcome them back to runescape using influencer marketing. Our advantage was that founders began their careers generating RuneScape content, permitting stories to be told by them across the campaign.
Measuring the impact of influencer advertising is tough. Initially, we attributed two main key performance indicators (KPIs) to our effort, one focused on reach and brand recognition, and the other on conversion.
While tracked and tagged download or buy links in influencers' content may tell you a few of the narrative, it's often not the entire picture. Our first cost-per-install KPI measurement was predicated on a link-tagging methodology. One month at almost double the price of our goal KPI, and our CPI was monitoring into effort. We knew the outcomes that were link-tagging failed to supply the entire story -- that there were definitely runescape players heading straight to App Store and the Play Store to download runescape without touching our tracked links.
Check out www.rsgoldfast.com for more details.
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