Submitted by Viral NationAgency IPI Score 74/100

Making holiday magic with ViewSonic

Influencer Marketing

Viral Nation partnered with 18 tech and gaming creators on YouTube and Instagram to drive holiday awareness and sales for ViewSonic projectors and monitors, generating 10.1M impressions and exceeding targets by 142%.

2.5%CTR
3.8MViews
76KClicks
10.1MImpressions
142%Exceeded target by

About the campaign

ViewSonic was not top of mind when shoppers considered projectors and gaming monitors, and it needed to convert that low salience into holiday sales within a compressed seasonal window against more established display brands. Viral Nation's premise was that consumers researching higher-consideration hardware rely on in-depth reviews from creators they already trust in tech and gaming communities, making native creator content a more credible purchase signal than traditional advertising.

Over a two-month window in the 2018 holiday lead-up, the agency commissioned 18 macro and micro creators across YouTube and Instagram to produce original reviews and showcases of four ViewSonic products, with every piece of content routing audiences to Amazon product pages as the single purchase destination. Tech YouTubers including SoldierKnowsBest, Kevin the Tech Ninja and Unwrap published detailed reviews, gaming creators including BunnyFuFuu and JayZTwoCents put gaming monitors through performance testing, and photography and filmmaking voices Jeven Dovey and Chris Hau covered resolution and projector performance, letting the specs be demonstrated rather than claimed.

Viral Nation reports 10.1 million impressions, 3.8 million views and 76,000 clicks to Amazon, and a press release states the campaign resulted in ViewSonic's gaming monitor temporarily selling out on Amazon; the work took the 2019 Platinum AVA Digital Award for Digital Marketing Campaign.

Case in 60 seconds

ViewSonic was not top of mind when shoppers considered projectors and gaming monitors, and needed to convert low salience into holiday sales within a compressed seasonal window, according to Viral Nation's case study.

Consumers researching display hardware rely on in-depth reviews from creators they already trust in tech and gaming communities, making native creator content a more credible purchase signal than traditional advertising.

Commission 18 credible tech, gaming, photography, and filmmaking creators to produce original, detailed reviews and showcases of four ViewSonic products, with a direct link to purchase on Amazon, during the holiday lead-up.

Viral Nation deployed a mix of macro and micro-influencers across YouTube and Instagram over two months. Tech YouTubers including SoldierKnowsBest, Kevin the Tech Ninja, and Unwrap published reviews; gaming creators including BunnyFuFuu and JayZTwoCents tested gaming monitors; photography and filmmaking creators Jeven Dovey and Chris Hau covered resolution and performance. All content routed audiences to Amazon product pages.

The campaign delivered 10.1m impressions, 3.8m views, and 76k clicks, and an independent PR Newswire release states it resulted in ViewSonic temporarily selling out their gaming monitor on Amazon. The campaign won the 2019 Platinum AVA Digital Award for Digital Marketing Campaign.

Strategy Breakdown

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

The campaign targeted tech enthusiasts, gamers, and photography and filmmaking hobbyists actively researching display products in the holiday shopping period, reached via the YouTube and Instagram channels of category-native creators, as described in the Viral Nation case study.
Holiday shoppers comparing display hardware face an abundance of product options but limited trusted guidance. Generic brand advertising does not resolve this uncertainty; detailed creator reviews from voices already embedded in gaming and tech communities carry more purchase authority.
ViewSonic was not top of mind for consumers considering projectors and gaming monitors, as noted in the Viral Nation case study. The brand needed to build both awareness and conversion in a compressed seasonal window against more established display brands.
ViewSonic positioned itself as the credible product behind the creators' honest testing and review content, allowing the brand's technical specifications — size, resolution, and gaming performance — to be demonstrated rather than merely claimed.
Shoppers purchasing higher-consideration hardware such as projectors and gaming monitors seek detailed, use-case-specific validation before buying. Routing creator audiences directly to Amazon product pages shortened the distance between awareness and transaction, as evidenced by the reported temporary Amazon sell-out.

Creative & Execution System

Assets & channels

  • YouTube: long-form product reviews and showcase videos
  • Instagram: creator posts and stories featuring ViewSonic products
  • Amazon: product pages used as the direct purchase destination

Partners

  • Viral Nation (lead influencer marketing agency) — credited in PR Newswire
  • SoldierKnowsBest (tech YouTube creator) — Viral Nation case study
  • Kevin the Tech Ninja (tech YouTube creator) — Viral Nation case study
  • Unwrap (tech YouTube creator) — Viral Nation case study
  • BunnyFuFuu (League of Legends / gaming creator) — Viral Nation case study
  • JayZTwoCents (gaming YouTube creator) — Viral Nation case study
  • Jeven Dovey (photography / filmmaking creator) — Viral Nation case study
  • Chris Hau (photography / filmmaking creator) — Viral Nation case study
  • 11 additional unnamed influencers — Viral Nation case study

Participation mechanic

  • Creators produced original, in-depth reviews and showcases of four new ViewSonic products
  • Content included detailed testing of gaming monitors on performance metrics and reviews of projectors on size and resolution
  • Each piece of content linked audiences to ViewSonic product pages on Amazon to drive direct purchase

Creator role

  • Hero content producers: creators developed original review and showcase content independently
  • Purchase drivers: content directed audiences to Amazon product pages
  • Category validators: tech, gaming, photography, and filmmaking creators lent vertical-specific credibility to product claims

Results & Evidence

MetricValueResult typeConfidence
Total impressions10.1 millionReachAgency reported
Total views3.8 millionEngagementAgency reported
Clicks76,000Conversion signalAgency reported

Awards & Recognition

Award showYearCategoryResultSource
AVA Digital Awards2019Digital Marketing CampaignPlatinum Winner—

Why Viral Nation's strategy worked

  1. 1

    Matching product categories to native creator communities — tech reviewers for projectors and monitors, gaming creators for gaming monitors, photography creators for imaging performance — gave reviews credibility with buyers already in-category research mode, as described in the Viral Nation case study.

  2. 2

    Routing creator audiences directly to Amazon product pages shortened the distance between awareness and transaction. The reported temporary sell-out of the gaming monitor suggests this direct retail link converted meaningfully, though quantified conversion data is not available.

  3. 3

    Running a mix of macro and micro-influencers over two months, rather than a single burst, supported both reach at scale and depth of review content, as noted in the PR Newswire release.

  4. 4

    Concentrating activity in the holiday lead-up aligned creator content with peak consumer purchase intent for electronics, increasing the likelihood that awareness converted to sale within the campaign window.

  5. 5

    The AVA Digital Award and the Amazon sell-out claim, both referenced in an independent PR Newswire release, give the effectiveness case more weight than a self-reported case study alone, though all performance metrics remain agency-reported.

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