Brand Introduction
Lobby was a Gen Z targeted chat room for players of the ultra-popular game "Among Us". Notoriously the game was highlighted by not allowing players to talk during the gameplay, and this was a sensitive point of contention for friends who wanted to play together and have casual conversation. Lobby created a solution to that by allowing for players to connect via to a chat room via their Among Us lobby.
Lobby approached the agency I co-founded (SOSANI) and asked if we could help launch their platform's Go-To-Market strategy via our influencer marketing network.
Goal Setting
A defined focus was shifted on key KPI's such as user retention, CPC and CPD (cost per download). Up to this point, Lobby had only used paid ads to grow their brand in the first 2 months and they were showing signs of stunted growth.
Campaign Planning
Staying with their request for influencer marketing, but also battling a content heavy Q4 market, I challenged my team to curate something that was out of he norm. We did not want people just to create posts and mention the brand.
"It has to be deeper. It has to be something that people want to directly experience."
After two ideation sessions, my team and I developed what ended up being the game changing strategy for Lobby. We created a 2 phase campaign based around influencers entering and joining an exclusive chat room where they were playing against other influencers while live streaming on their TikToks. Phase I was an absolute hit. The campaign hashtag was booming, and lobby was showing up all over FYP's.
But we weren't done....
Phase II saw us take that exclusive feeling of the 2 chat rooms, and expand it out to the top 5 performing creators now creating invite only lobbies where they would invite their fans to play one round of Among Us with them... for free.
Results
Overall, the campaign was a tremendous success. We were able to out-perform Lobby's paid ad spend across all KPI's. User retention grew overall by 50%, and our campaign held a 30% higher direct retention rate than that of the paid ads.
Check out some other metrics involved with the campaign:
20 Creators | 45k Downloads | 65m+ Hashtag Views (#lobbyapp)