Case in 60 seconds
Kinetix needed players to understand an AI emote creation feature inside OVERDARE while the KRAFTON game was still in an alpha test version, so the campaign had to build comprehension and trial at once.
The campaign appears to turn on the difficulty of describing a generative animation tool in words, because the agency chose to have creators build their own avatars first so the feature could be shown in use rather than explained.
Rather than briefing creators to describe the AI Emote Creator, Hype Factory put them through the feature themselves, so the campaign carried first-hand accounts of avatar creation instead of restated product claims.
Hype Factory issued a detailed brief and assisted creators in building their own avatars, running the work across 18 channels in the Philippines, Thailand and Malaysia as YouTube integrations, TikTok videos and Facebook reels in the Gaming and Multi Gaming categories.
Hype Factory reports 5.1M total views and 5.2K clicks against a $5.1 CPM, with planned reach exceeded at x4 and planned clicks at x3, 9 out of 18 channels above their minimum estimated views, and mostly positive comment sentiment about the feature.
Strategy Breakdown
The primary strategy-learning section — interpretation, not a press-release summary.
Creative & Execution System
Assets & channels
- TikTok
- YouTube
- Facebook Reels
- TikTok Video
- YouTube Integration
Partners
- Hype Factory Influencer Agency (lead_agency)
Participation mechanic
- Viewers were directed to try the AI Emote Creator in the OVERDARE alpha test and generate their own custom animations, and the agency reports a lot of new avatars were created during the campaign period.
Creator role
- @Horangi99 — creator
- @kristinesantamena — creator
- 18 channels
Results & Evidence
| Metric | Value | Result type |
|---|---|---|
| CPM | $5.1 | efficiency |
| CR | 5% | performance |
| CTR | 0.5% | performance |
| TikTok CPC | $2 | efficiency |
| TikTok ER | 1% | engagement_rate |
| TikTok clicks | 1,132 | traffic |
| TikTok comments | 56 | engagement |
| TikTok likes | 11,5K | engagement |
| TikTok views | 1,7M | video_views |
| YouTube CPC | $8 | efficiency |
| YouTube clicks | 415 | traffic |
| YouTube comments | 162 | engagement |
| YouTube likes | 942 | engagement |
| YouTube views | 101K | video_views |
| budget | $25,000 | input |
| channels exceeding minimum estimated views | 9 out of 18 channels exceeded their minimum estimated views; | video_views |
| clicks | 5.2K | traffic |
| planned clicks indicator | x3 | traffic |
| planned reach indicator | x4 | reach |
| releases | 18 | output |
| total views | 5.1M | video_views |
The Work
TikTok@_kristinesantamena_/video/7376126167197256976
Why Hype Factory Influencer Agency's strategy worked
- 1
Assisting creators through the product before they film converts a feature explanation into a first-hand account, which is what allowed the avatar creation process to be shown natively rather than narrated from a brief.
- 2
Half the roster clearing its minimum estimated views while total delivery reached x4 of planned reach suggests the result rested on a small number of outliers such as the 1,7M view TikTok, so channel-level forecasting matters less than roster spread.
- 3
Comment sections read as the readable signal for an unfamiliar in-game feature, because the agency treats positive feedback under creator videos as evidence of comprehension alongside the 5.2K clicks.
Results
35%
Cpccv for duels versus solo streams
3M
Players in first month after launch
24%
Audience retention for duel mechanic versus solo streams
Results
865k
Video views
41k
Total # of likes
2.8M
Total covered audience
