Campaign snapshot
Game on Twitch at Launch
Views (YouTube + Twitter)
Live-Stream Concurrent Viewers
Game Installs
THE CHALLENGE
MARVEL SNAP, a free-to-play collectible card game, had already captured the gaming world’s attention, earning accolades such as Mobile Game of the Year at the 2023 D.I.C.E. Awards and Best Mobile Game at both the 2022 Game Awards and 2023 New York Game Awards.
With its PC version launching in August 2023, MARVEL SNAP aimed to expand its audience, drive game installs, and dominate Twitch rankings. The challenge? Breaking through the noise in an oversaturated gaming market and ensuring a seamless transition from mobile to PC.
THE APPROACH
BENlabs developed a targeted influencer marketing campaign leveraging in-depth audience insights and strategic creator partnerships. By identifying the right gaming communities and optimizing content distribution, the campaign achieved massive visibility and engagement.
Key Strategies:
Creator Selection Based on Audience Data
- Rather than relying solely on mega influencers, BENlabs strategically activated 220+ creators across North America and Europe, including niche and mid-tier influencers.
- Audience mapping revealed untapped potential in adjacent gaming communities, including sports gamers.
Twitch Drops & Exclusive Rewards
- Live-streamed gameplay featured Twitch Drops, encouraging viewers to engage and convert into players.
- Creators promoted in-game rewards, boosting retention and interaction.
Localized Content for Global Reach
- BENlabs partnered with 61 creators in five languages, ensuring MARVEL SNAP reached diverse audiences worldwide.
- Content exceeded performance expectations, delivering $460,000 in added value without increasing the budget.
Real-Time Optimization for Maximum ROI
- Continuous monitoring and optimization lowered CPCCV by 21.5% and CPV by 11.8% compared to previous campaigns.
- High-performing creators received additional support, while underperforming content was adjusted mid-campaign.
THE Results
Rather than simply chasing high follower counts, BENlabs focused on community-driven creators with engaged audiences. This data-backed strategy ensured:
Diverse Audience Reach: By activating a mix of influencer sizes, the campaign maintained authenticity while maximizing engagement.
Higher Engagement & Conversions: Targeting gamers beyond the core audience helped expand MARVEL SNAP’s reach organically.
Optimized Performance: Real-time insights allowed for on-the-fly adjustments, ensuring efficiency and ROI.
- #1 on Twitch: Ranked #1 in the gaming category during the first two hours of launch, staying in the top 4 for eight hours.
- 11.5M+ Views: Across Twitch, YouTube, and Twitter, generating mass awareness.
- 13,314 Installs: Directly driven by influencer content and engagement.
- 9.76% Conversion Rate: Among top 10 performing creators, proving strong audience alignment.
- 21.5% Lower CPCCV: Compared to previous MARVEL SNAP campaigns, ensuring cost-effective reach.
