Blond boy holds a photo of a smiling toddler as a man in a green cap and a surprised woman peer from a wreathed doorway
Submitted by Game Influencer

Zynga Words with Friends 2 YouTube and Instagram Creator Campaign

Influencer Marketing

Game Influencer ran a YouTube and Instagram influencer campaign with 5 creators for Zynga's Words with Friends 2, which the agency reports reached 3M+ total views.

3M+Total Views
120K+Total Engagements

Case in 60 seconds

Zynga had seen success with Words with Friends 2 and sought additional influencer marketing promotion to grow app installs, which meant content had to ignite interest among new players and reignite it among those who had drifted away.

The campaign turns on the household rivalry the page names, because word games are played with family and friends and can turn a home into a warzone, so creator content showing that competition gives viewers a reason to start a game of their own.

Game Influencer and Zynga built a cross platform campaign of authentic YouTube integrations and Instagram posts, with Words with Friends 2 placed inside the creators' content rather than interrupting it.

5 influencers created over 22 pieces of content across YouTube and Instagram, using a Words with Friends 2 Instagram filter the agency developed to make interactive content for their audiences, while some creators built an entire video theme around the game.

Game Influencer reports 3M+ total views and 120K+ total engagements across the campaign, while the page does not report the app installs that the campaign was set up to grow.

Strategy Breakdown

Existing and prospective Words with Friends 2 players, described on the page as people for whom the content would ignite or reignite the fire for the game.
The page frames word games as fun with family and friends that can also turn a household into a warzone, which gives creators a competitive premise to play out in front of their audiences.
Words with Friends 2 entered as a creative tool through the Instagram filter rather than as an interruption, which matches the agency's stated aim of placements that did not disrupt the creators' content.

Creative & Execution System

Assets & channels

  • YouTube
  • Instagram

Partners

  • Game Influencer

Participation mechanic

  • Creators used a Words with Friends 2 Instagram filter developed by the agency to generate interactive content for their audiences.

Creator role

  • R&L Life — creator
  • Feast of Fiction — creator
  • The Icing Artist — creator
  • Missy Lanning — creator
  • The Johnson Fam — creator

Results & Evidence

MetricValue
Total Views3M+ views
Total Engagements120K+ engagements
Influencers5 influencers
Content Piecesover 22 pieces

Why Game Influencer's strategy worked

  1. 1

    A branded Instagram filter gives creators a format to build interactive content with, so the brand enters the post as something the audience uses rather than as an advertisement placed beside the creator's own material.

  2. 2

    Placing a game inside a creator's existing content rather than interrupting it leaves room for some creators to build a whole video theme around it, which deepens the integration without breaking the channel's usual format.

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