58 000 wishlists in 2 weeks

How we did it?

The Challenge & Solution

Games Operators approached us with less than a month remaining before their demo release for "Infection Free Zone" - a post-apocalyptic city builder that allows players to play on maps of any real-world location. Their goal was clear: maximize wishlist growth in the Chinese market within this tight timeframe.

With such a short window before release, we implemented an intensified Chinese influencer outreach strategy. Our approach was carefully targeted:

1. We identified and contacted 87 relevant content creators who had previously covered similar games
2. We approached creators in a culturally appropriate manner, building on relationships established during our previous collaboration with Games Operators
3. We coordinated a synchronized video release schedule to maximize impact after the embargo lifted
4. We leveraged our existing foundation of content marketing and community building from our previous work with them in 2022-2023

The campaign delivered exceptional results in just two weeks. 33 influencers published content about the game, with over 102 videos created and shared across Chinese platforms. These videos generated more than 11 million total views, reaching a combined influencer following of 5 million users. Wishlist growth jumped from 90,000 to 148,000, adding 58,000 new wishlists and achieving 64% overall growth in just two weeks. The game reached #6 on the list of most popular upcoming games on Heybox.

One particularly notable win: A Douyin influencer who initially requested 12,000 RMB (€1,500+) for a sponsored video ultimately agreed to publish content for free. His video alone generated over 3.3 million views.

Several key factors contributed to the campaign's effectiveness:

1. Long-term relationship building: Our previous work with Games Operators (June 2022 - May 2023) had established a strong foundation, allowing us to quickly activate our network.
2. Strategic timing: By coordinating a synchronized release of content right before the demo launch, we created a wave of visibility at the critical moment.
3. Cultural expertise: Our understanding of Chinese gaming communities and influencer relationships enabled us to secure free coverage that would normally require significant investment.
4. Quality groundwork: Every piece of content, influencer video, and community engagement had been meticulously built as "domino pieces" that could be activated at the right moment.
5. Cost efficiency: The approach delivered massive visibility without requiring paid placements, making it exceptionally cost-effective.

As Games Operators CFO Jakub Ananicz stated: "The wishlists' growth has exceeded our expectations!" The campaign demonstrates how strategic influencer outreach can generate substantial results even within a compressed timeframe, making it ideal for game launches and major updates.