Submitted by Cloutboost

The Battle Cats 10-Year Anniversary Influencer Campaign

Cloutboost ran a two creator YouTube campaign for PONOS around The Battle Cats' ten year anniversary, reporting 29M impressions across the sponsored content.

29MReach
29MTotal # of Impressions
15.5KTotal # of Likes
915K+Total # of Views
815KViews

Case in 60 seconds

The Battle Cats arrived at its tenth year and a stated download milestone as an established mobile title, so PONOS needed the anniversary to reach lapsed and new players rather than only the players already opening the game.

The campaign appears to turn on the humour travelling further than the tower defense mechanics, because animation and challenge formats let creators show the eccentric cat units to viewers who had never installed the game.

Cloutboost built the anniversary around two YouTube creators whose own formats could absorb the game, treating the milestone as an occasion for creator led entertainment rather than as a message to be distributed across a large cohort.

FASH and Caylus released sponsored YouTube videos timed to the anniversary date, with FASH producing an animated piece that carried a Let's Play clip explaining how the game operates. Caylus ran a 14 minute challenge using cats drawn in Microsoft Paint, introducing Maize Cat and Trash Cat alongside the Gamatoto Expeditions feature, and both creators promoted the videos across their wider social followings.

Cloutboost reports 29M impressions, 915K+ views and 15.5K likes across the campaign, while its summary strip states 815K Views, and the agency describes a surge in downloads and active users without attaching a figure to it.

Strategy Breakdown

The primary strategy-learning section — interpretation, not a press-release summary.

Long-time fans of The Battle Cats alongside new players, framed by the page as re-engaging existing players while attracting people who had not installed the game.
A decade old mobile tower defense title competes with constant new releases for attention, so a download milestone matters less to players than a fresh reason to open the game, which is the gap the creator content had to fill.
The page positions PONOS as the celebrant of its own milestone while Cloutboost handled creator selection and release timing, so the brand reads as the occasion for the content rather than the voice delivering it.
Based on the available evidence, audiences for animated pop culture and challenge content accept a game sponsorship when the game becomes the premise of the video, which is how both the animated piece and the drawn cat challenge were structured.

Creative & Execution System

Assets & channels

  • YouTube
  • Let's Play clip
  • long-form video
  • social media promotion
  • sponsored video

Partners

  • Cloutboost (lead_agency)

Creator role

  • Caylus — creator
  • FASH — creator
  • two top-tier YouTube creators

Results & Evidence

MetricValueResult type
Reach29M Reachreach
Total # of ImpressionsTotal # of Impressions 29Mimpressions
Total # of LikesTotal # of Likes 15.5Kperformance
Total # of ViewsTotal # of Views 915K+video_views
Views815K Viewsvideo_views

Why Cloutboost's strategy worked

  1. 1

    An anniversary gives a mature title a reason to brief creators, because the milestone supplies a publishing peg that lets an entertainment format carry a sponsorship without the video reading as an advertisement.

  2. 2

    Returning to a creator who has already covered a game compounds the first video, since the follow up inherits an audience that understands the units and can be shown newer content such as the Gamatoto Expeditions feature.

  3. 3

    Pairing an animation channel with a gaming challenge channel splits the work between introduction and depth, which reaches viewers meeting the game for the first time as well as those willing to watch extended play.

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