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Submitted by Game Influencer

The Ants: Underground Kingdom YouTube Seasonal Event Campaign

Influencer Marketing

Game Influencer ran a YouTube creator campaign for The Ants: Underground Kingdom across EN and DE markets around its summer and winter events, reporting 1.9M+ total views.

1.9M+Total Views
7.1%Engagement Rate
2.33MSummer Event Views
151KSummer Event Likes

Case in 60 seconds

StarUnion needed The Ants: Underground Kingdom, a strategy game for mobile and PC set in the world of nature and wildlife, to attract new players around its Summer Special Event and its Winter update.

The campaign turns on subject match rather than genre match, because a game built around nature and insects can reach viewers of wildlife and animal channels who would not meet it through gaming creators alone.

Game Influencer timed YouTube creator collaborations to the game's seasonal events and paired gaming creators with channels dedicated to nature, wildlife, insects and animals, so the content reached gaming and non-gaming audiences together.

Game Influencer worked with 7 YouTube influencers across the EN and DE markets, announcing the Summer Special Event in July and returning in December with English- and German-speaking creators, for 11 content pieces in total.

Game Influencer reports 1.9M+ total views and a 7.1% engagement rate, while its phase figures give 2.33M views for the summer announcement and 14.63M views and 760K views for the December EN and German videos.

Strategy Breakdown

Gaming and non-gaming audiences in the EN and DE markets, including viewers of channels dedicated to nature, wildlife, insects and animals, with the aim of attracting new players to download the game.
Viewers of nature, wildlife, insect and animal channels share the game's subject matter, so the agency reached them through that interest rather than through gaming habits, which the page credits with reaching non-gaming audiences.

Creative & Execution System

Assets & channels

  • YouTube

Partners

  • Game Influencer

Creator role

  • Just Nero — creator
  • Zeo — creator
  • kyo — creator
  • LumeXx — creator

Results & Evidence

MetricValue
Total Views1.9M+ views
Engagement Rate7.1%
Summer Event Views2.33M views
Summer Event Likes151K likes
Summer Event Comments7.6K comments
Influencers Partnered7 influencers
Content Pieces11 content pieces

Why Game Influencer's strategy worked

  1. 1

    Casting channels about nature, wildlife and insects alongside gaming creators gives a themed game access to viewers outside gaming, because the subject of the game rather than its genre decides who will care about it.

  2. 2

    Tying creator videos to dated in-game events gives each piece a reason to run at a specific moment, so a game with a seasonal calendar can return to creators across the year rather than spending its message in one burst.

  3. 3

    Producing separate videos for EN and German audiences rather than one shared asset lets each market be read on its own, which is how the page can report 760K views in German against 14.63M views in EN.

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