Wehype partnered with GeoGuessr to leverage the power of micro-creators in promoting the game. Our objective was twofold:
Attract and convert new players: By collaborating with a large number of micro creators, we aimed to reach diverse audiences and encourage them to try GeoGuessr.
Test the commercial viability of micro creators: We wanted to demonstrate that smaller creators can drive significant engagement and results, challenging the notion that only larger influencers are effective.
Campaign Overview
Micro Campaign (English-speaking countries & Brazil)
GeoGuessr teamed up with Wehype to launch an exciting influencer campaign. We targeted creators who specialize in genres like Just Chatting, Variety, Strategy, and Shooters. The campaign spanned across English-speaking countries, the EU, and Brazil, engaging a whopping 376 creators. These creators brought their unique flair to the game, resulting in over 8.5 million viewer minutes.
Italy Micro Campaign
GeoGuessr focused on the Italian market, identifying Italian-speaking micro creators who streamed a variety of games, including "Just Chatting." The campaign aimed to bring new players into GeoGuessr by encouraging creators to play directly with their communities. Through interactive features like Party Mode and challenge links, viewers could join in real-time, making the experience highly engaging. The campaign was a hit, showcasing the effectiveness of regional targeting and Italy’s vibrant gaming community.
France Micro Campaign
GeoGuessr launched a campaign in France, targeting French-speaking micro-creators. The goal was to drive conversions by encouraging viewers to play alongside their favorite creators. The campaign leveraged Twitch's interactive gameplay features, creating a fun and collaborative environment. With 211 creators, the campaign achieved 8.4M viewer minutes, highlighting the potential of micro-creators in regional markets.
Key Insights and Results
Engagement and Reach
Micro Creators' Impact: Across all campaigns, micro-creators demonstrated high engagement rates and substantial viewer minutes. For example, the GeoGuessr Micro campaign achieved over 8.5 million viewer minutes with 376 creators.
Cost Efficiency: The campaigns were highly cost-effective, achieving a cost per hour that was approximately 35% lower than standard rates. This showcases the financial viability of micro creator collaborations.
Content and Interaction
Interactive Gameplay: The campaigns leveraged interactive features like Party Mode and challenge links, allowing viewers to participate in real-time gameplay. This approach fostered a highly engaging and collaborative environment.
Diverse Content: Creators from various genres (Just Chatting, Variety, Strategy, Shooters) were involved, ensuring a broad and authentic reach.
Regional Focus
Localized Campaigns: The Italy and France campaigns focused on region-specific creators, aligning content with local languages and cultural nuances. This strategy enhanced viewer connection and campaign relevance.
