BRIEF

Genshin Impact, an RPG game with 65m+ players, in celebrating its 4.8 version release, sought Comms8's expertise to increase visibility amongst GenZ and drive awareness to the new version launching.

STRATEGY

Venue Partnerships and Resource Optimisation

Through negotiations with prominent anime retailers in Paris and London, we successfully secured their support for a week-long in-store event. This partnership not only provided the ideal venue but also leveraged the high brand recognition of these two stores among anime enthusiasts, providing a strong endorsement for our campaign.

On-site Execution and Engagement

Throughout the event, we maintained comprehensive coordination on-site to ensure the smooth execution of all aspects of the campaign. To bring the game to life, we developed engaging activities and interactive experiences to boost UGC content. We closely monitored UGC related to the event on social media, adjusting our promotional strategies in real-time to expand the campaign's reach.

Influencer Collaborations and Amplification

To rapidly expand our reach at the beginning of the campaign, we invited renowned French and British cosplayers to the offline event and leveraged their social channels to amplify the event message. Collaborating with these beloved cosplayers, including 2 mega influencers with over 1 million followers, sparked lively conversations in the local community across social media platforms, successfully capturing the attention of our target audience.

RESULTS

We successfully delivered over 3.6 million impressions across all channels, reaching 14,000 people at the offline event. We also earned over 2.1 million additional impressions on social media. After the campaign, the client's satisfaction rating was 4.5.