The Objective
As the peak marketing window for capturing traffic, Outfit7 took advantage of Chinese New Year to promote the new version of their iconic mobile game. Under the holiday theme of “Dragon’s Fortune with Talking Tom Gold Run,” Outfit7 aimed to leverage the festive season in China to drive engagement and downloads of “Talking Tom Gold Run.”
Drawing from their successful track record in previous Chinese New Year campaigns, Outfit7 sought to strengthen their brand presence and draw in new players with culturally resonant and engaging activities.
This was a critical promotion for Outfit7. During key marketing seasons such as summer and Chinese New Year, competition in China intensifies rapidly. The continuous stream of new mobile game releases further heightens direct competition for existing games. For seasoned game publishers like Outfit7, achieving widespread exposure and awareness is crucial during holiday periods, alongside actively targeting new players to increase download numbers.
Despite challenges, including falling revenue across the gaming industry in 2023, Outfit7 also sought to surpass previous campaign metrics with their 2024 holiday campaign.
The Solution
Recognizing the competitive gaming landscape and the importance of cultural marketing holidays like Chinese New Year, Outfit7 worked closely with Ocean Engine to coordinate an innovative and effective Douyin marketing campaign.
With access to campaign templates through Ocean Engine, Outfit7 was able to efficiently and quickly build high-quality Douyin H5 pages to host holiday activities. By setting tasks and offering prizes, they incentivized players to engage in trending topic submissions, follow their account, download the game, share pages, and perform other interactions, effectively boosting submission activity and enhancing user retention.
Central to Outfit7’s strategy was the integration of a dual mission, a concept that merged two complementary initiatives to enhance fan loyalty and drive active user participation. The first initiative, known as the H5 Points Task, strategically targeted high-value audiences. It attracted users through strategic placements within videos, including anchors to the game detail pages, Search Brand Zone, and Business Account tab, each designed to capture different segments of the gaming community from those with high intent and high-value to those who are highly engaged.
Simultaneously, the “Mission for All” initiative intended to ignite a widespread frenzy among users, encouraging participation and generating a pool of user-generated content. This content aimed not only to boost brand visibility but also foster a sense of community as players share their experiences and achievements in the game.
Outfit7’s localization strategy played a pivotal part in the design of their campaign. Recognizing the importance of resonating with local culture, the campaign was tailored to align with the auspicious theme of the holiday. User incentives, including video traffic rewards, in-game coins, and JD.COM vouchers were designed to meet users’ expectations and desires for prosperity, good fortune, and celebration, enhancing their willingness to engage more deeply with the campaign.
Influencer collaboration formed another cornerstone of Outfit7’s approach. By partnering with top KOLs (key opinion leaders), KOCs (key opinion consumers), and regular content creators through an interactive mission, the campaign amplified its reach and credibility within the gaming community.
This included expertly curated gaming content, ranging from gameplay reviews to creative plotlines and promotional video remixes, which captivated diverse audience demographics and propelled the game’s popularity to new heights.
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The Results
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+2.9 million topic views
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+21.7 million video views
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+100,000 clicks on game download button
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+496% increase in UGC
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Video views exceed benchmark by 27%
From cultural localization to KOL partnerships, every element of Outfit7’s campaign was designed to create a cohesive and compelling user experience. In doing so, the campaign not only achieved its marketing objectives but also cemented Talking Tom Gold Run as a cornerstone of festive celebrations in the hearts and screens of Chinese gamers.
Outfit7’s campaign garnered over 2.9 million trending topic views, nearly 9,000 mission video submissions, more than 21.7 million video views, and exceeded 100,000 clicks via the game download button.Compared to the previous year, the campaign also saw a remarkable 496% increase in user-generated content submissions.
This surge not only highlighted heightened user engagement but also underscored the campaign’s success in fostering a vibrant community of players eager to share their game experiences and achievements.
Video views surpassed industry benchmarks by an impressive 27%. This metric speaks volumes about the campaign’s ability to captivate and retain audience interest, surpassing average engagement levels for similar campaigns in the gaming sector.
These results underscore Outfit7’s adeptness in leveraging cultural festivities and strategic marketing to drive participation through culturally relevant experiences.
