Submitted by Media Bodies

Wildlife Studios Midas Merge YouTube Influencer User Acquisition

Influencer Marketing

Media Bodies built a test and scale YouTube influencer program for user acquisition on Wildlife Studios' Midas Merge, which the agency reports produced over 4M+ impressions.

4M+Impressions
400%ROI (Top Performers)

Case in 60 seconds

Wildlife Studios needed a scalable way to drive new user acquisition for its casual merge title Midas Merge, which meant proving which content verticals and influencers converted before any spend could be scaled.

The campaign turns on shared audiences rather than fresh discovery, because Media Bodies held prior performance data from Match Masters and Two Dots, games with similar core target audiences, on which verticals and creatives worked.

Media Bodies set out a repeatable testing process for Midas Merge, using initial tests to confirm which content verticals worked and moving toward profitable scaling only as results held against the CVR and ROI targets.

YouTube influencers in the True Crime, Lifestyle, Entertainment, Sims, and Pop Culture verticals promoted Midas Merge, measured through tracking links and organic uplift, while later campaigns A/B tested seasonal against non seasonal briefs and in game events.

Media Bodies reports working with over 60 influencers across multiple campaigns, producing over 4M+ impressions, with top performers producing over 400% ROI, and says the work helped diversify the Midas Merge user acquisition mix.

Strategy Breakdown

Players matching the core target audience of casual mobile games such as Match Masters and Two Dots, reached as new users for the casual merge title Midas Merge.
User acquisition for a casual mobile game is judged against CVR and ROI targets, so the influencer work had to show results against those targets in initial tests before Wildlife Studios scaled it further.
Media Bodies positions influencer work as a way to diversify the Midas Merge user acquisition mix rather than replace other channels, which made a sustainable, repeatable channel the goal rather than a single burst.

Creative & Execution System

Assets & channels

  • YouTube

Partners

  • Media Bodies

Results & Evidence

MetricValue
Impressions4M+ impressions
ROI (Top Performers)400% ROI
Influencers60 influencers

Why Media Bodies' strategy worked

  1. 1

    Performance data from earlier games with a shared core audience shortens the testing phase on a new title, because vertical and creative choices start from evidence rather than from guesswork.

  2. 2

    Pairing tracking links with organic uplift measurement lets a performance influencer campaign count conversions that a link alone would miss, which gives the case for scaling against CVR and ROI targets a fuller base.

  3. 3

    Testing one brief variable per campaign, such as seasonal against non seasonal briefs or in game events, turns each campaign into evidence for the next, so the strategy is refined rather than restarted.

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