Vega Awards Platinum Winner Winner

2023

Tower of Fantasy 2.x

Entrant Company

IZEA Worldwide, Inc.

Category

Social Media (Campaign) - Influencer Marketing

Client's Name

Tencent

Country / Region

United States

Campaign Overview:

IZEA was engaged to promote Tower of Fantasy, an open world action role-playing game. The campaign consisted of two phases:

• Phase 1: Celebrate the half-anniversary of the game Tower of Fantasy and launch the 2.3 updates, including limited mini-games, events and rewards, and new characters.

• Phase 2: Release the 2.4 updates of the video game - the first underwater area in anime open-world games, new characters, new game mode and much more.

YouTube was identified as the most meaningful channel for this campaign because of its nature in delivering and stressing the game play, news features and visual experiences of the updates of Tower of Fantasy. Each deliverable was planned and executed with 7 creators which consisted of 3 Web Celeb creators and 4 Mega creators. The total reach was 9.75M+ across Gaming Podcasts, Animations, PC Gaming, Live Streaming and Entertainment categories. On top of the key deliverables, selected creators also shared YouTube community posts, Instagram Reels, Instagram Stories and Twitter posts in order to engage with the target audience to further drive video views and clicks for the campaign.

Goal vs. Actual Performance

The campaign goal was to organically reach 7M total with 1M video views. Due to IZEA’s strategic creator selection in tandem with strong, engaging content IZEA was able to have a total of 15 pieces of content deliver a total reach of 14M+ (9.75M+ on Youtube and 4.3M on other social platforms) and 1.45M video views during a 4-week campaign flight. In addition, the campaign generated 2,874 clicks for game install, 4.54M impressions, and 70K+ engagements with a 4.77% engagement rate.

Content Highlight

Among all the outstanding creators, TimTom, an animator, created a Youtube integrated video to launch the 2.4 updates of the game. TimTom’s video generated 544K+ video views, 20K engagements, and almost 1K link clicks within less than 4 weeks.

Credits

China General Manager, IZEA
Zhifu Yan
Campaign Director, IZEA
Palmer Wang
Senior Campaign Manager, IZEA
Yuqi Zhong
SVP, Client Service, IZEA
Katie Mellor
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