Submitted by Media Bodies

Dragon City YouTube Influencer Integrations

Influencer Marketing

Media Bodies ran data-led YouTube influencer integrations for Social Point's Dragon City, adding creator-based in-game characters, and reports the approach lifted ROI by up to +273%.

25MViews
+273%CVR Increase
$25eCPM

Case in 60 seconds

Dragon City was a maturing game, so Social Point needed YouTube influencer collaborations to win installs from a mixed gender audience over 18, primarily in the US and English speaking countries, at a scalable ROI.

The work turns on reaching casual players rather than gaming fans alone, because a maturing title needed high-value users in new verticals, so Media Bodies chose creators on audience data rather than gaming credentials.

Media Bodies treated YouTube influencer marketing as a user acquisition channel priced against conversion data, so creator choice, target CPMs and budget splits across micro, mid-sized and mega influencers followed expected CVR rather than reach.

Media Bodies vetted YouTube creators on audience demographics, content verticals, recent average views and prior sponsored performance, then directed over 20 unique integrations for Dragon City, later adding custom in-game characters based on KallmeKris and MrBeast.

Media Bodies reports around 25 millions views from the integrations, and says the custom character strategy lifted ROI by up to 273% and CVR by over 400%, which led Social Point to increase its YouTube influencer investment.

Strategy Breakdown

A mixed gender audience of over 18 year olds primarily based in the US and English speaking countries, including casual players reached beyond YouTube gaming influencers.
Dragon City was a maturing game, so the work had to find high-value users in new verticals rather than return to the gaming audience it already reached on YouTube.
Dragon City lent its own product to the creators through custom in-game characters, so the brand gave fans an in-game reason to install rather than only a sponsored mention.
Fans of a creator respond to a limited edition character built on that creator, because it turns watching a video into a reason to download the game, which Media Bodies links to higher CVR.

Creative & Execution System

Assets & channels

  • YouTube

Partners

  • Media Bodies

Creator role

  • KallmeKris — creator
  • MrBeast — creator

Results & Evidence

MetricValue
Viewsaround 25M views
CVR Increase+273%
eCPM$25 eCPM
Unique Integrationsover 20 unique integrations
Influencer Collaborations50+ influencer collaborations

Why Media Bodies' strategy worked

  1. 1

    Limited edition in-game characters based on creators give their fans a reason to download rather than only watch, which is the mechanism Media Bodies links to higher ROI and CVR for Dragon City.

  2. 2

    Selecting creators on prior sponsored performance and audience demographics rather than on gaming category lets a maturing title reach casual players, because audience fit is checked before any fee is negotiated.

  3. 3

    Setting target CPMs from expected conversion rates ties negotiations to installs rather than to creator size, so budget can move between micro, mid-sized and mega influencers on cost per outcome.

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