Over 40M views for Kupikod: the micro-influencer campaign by Famesters

Kupikod, a game balance top-up platform, needed brand awareness and new topping-up users in Indonesia, but much of the local gaming creator pool was already tied to rival top-up services. Indonesian gaming audiences trust smaller creators, yet the creators most relevant to top-up services were already promoting competitors, so Famesters worked from the view that the untapped value sat in nano- and micro-influencers with genuinely engaged gaming audiences who retain high trust at lower rates.

Rather than a handful of big names, Famesters built a wide roster of small creators producing content tied directly to the games Kupikod supports, such as Mobile Legends: Bang Bang and PUBG. It reports mapping 1,500 relevant Indonesian channels, contacting and negotiating with 450 creators, reviewing around 300 in detail with Kupikod, and activating 117 on TikTok and YouTube over a four-month run from the end of January.

Tying commercial prompts to the specific games a platform serves kept them inside each creator's normal content lane, and a wide roster aggregated large reach at low unit cost. Content ran on TikTok and YouTube. Famesters reports 40,028,399 views at a $1.55 CPM, an estimated 1.9% CTR and 800K engaged users; the CTR is explicitly an estimate, the definition of engaged users is not given, and no conversion or new-user outcomes are disclosed. Figures are self-reported.