The Brief
Konami Europe was on the verge of releasing Super Bomberman R, and after working with us on several other successful promotions approached Jelly to deliver an effective influencer campaign. We knew that keeping the game’s intended ‘family’ audience at the heart of our content was key, and with this in mind set out to create some good old fashioned “couch co-op” content that would appeal directly to that demographic. We quickly narrowed our search to focus on “kidfluencers” (which is essentially a child content creator/influencer on social media).
Locating Kidfluencers
Before looking for suitable kidfluencers, we identified the audience demographics within the brief to ensure suitable brand ambassadors were found. As well as this, we established these key stats:
- Subscribers
- Videos
- Views
- Likes/Comments
- Target Audience
We then used these stats alongside other key info such as the average age, income, gender, and even education level of an audience to determine which kidfluencer was suitable for the project. It’s important to note that we required a kidfluencer with good credibility, meaning they post regular updates and have natural ties to the product.
The Content
It’s important for their channels to retain their regular style and content, so we pitched the brief to them in a way that is relevant to their theme. For example, if their channel is based off reviews or play-throughs, we tailor the brief to suit their content. As Super Bomberman R is a game which advises co-op play, we suggested that the kidfluencers create content involving their friends to create a natural feel to it.
What We Achieved
Stats from EthanGamer & It’s Romello
- 175K views
- 2.1K likes
- 478 comments
- 32K views
- 1K likes
Our team created content that led to increased sales and brand awareness for Super Bomberman R. The YouTubers boasted combined views of over 200K and over 450 comments from their fan base between them. This will have resulted in fans going on to purchase the game and then talk about it to their friends. We also used this opportunity to build new relationships with the kidfluencers; a mutually beneficial relationship that will continue after the campaign. As the quality of content is high, their subscribers may then go on to follow/subscribe to Super Bomberman R-related social accounts and keep a look out for future Konami games.
Summary
Jellymedia successfully secured a kidfluencer campaign surrounding the release of Super Bomberman R. This content delivered promotion and awareness to a high standard, which directly resulted in a high volume of sales for the game. As well as creating engaging content, the kidfluencers helped open up the game to a younger demographic that may not otherwise have had much knowledge on the Super Bomberman franchise, therefore widening the brand’s potential audience going forward.
