Persona 5 Royal Case Study 2022

Persona 5 Royal: Unleashing Japanese Mythical Powers Across the West

Prepare to embark on a mind-bending journey that blurs the lines between reality and fantasy. Last year, our team had the honour of partnering with SEGA to spearhead an awe-inspiring cross-platform influencer marketing campaign for the highly acclaimed role-playing video game — Persona 5 Royal.

Collaborating with 25 unique and creative influencers on 4 different platforms, we successfully increased game awareness in the EU region, hitting over 10 million views. Let’s dive deeper into the world of mystery, friendship and Japanese legends and have a closer look at the whole campaign.

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Persona 5 Royal transports players to modern-day Japan, where the boundaries between the mundane and the extraordinary shatter. From forging deep friendships to navigating enigmatic urban legends, this narrative-driven saga captivates hearts and minds with its unique blend of supernatural themes and relatable human experiences.

Persona 5 Royal took the gaming world by storm, first releasing on PlayStation 4 in Japan, followed by a worldwide launch. But the adventure didn’t stop there. SEGA expanded the game’s reach, unveiling versions for Game Pass, Xbox Series X/S, Xbox One, PC, Nintendo Switch, and PlayStation 5. This definitive edition of Persona 5 Royal includes the award-winning full game and over 40 items of previously released downloadable content.

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Campaign Goal

The primary goal of this influencer marketing campaign was to generate awareness and excitement surrounding the release of Persona 5 Royal in the EU market. By harnessing the reach and influence of popular content creators on TikTok, Twitch, Instagram, and YouTube, our team aimed to create a comprehensive and immersive experience for potential players.

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Pre-roll Integrations on YouTube:

To capture the attention of the expansive YouTube gaming community, we placed pre-roll video advertisements featuring snippets of Persona 5 Royal gameplay. These captivating visuals served as teasers, generating curiosity and anticipation for the game’s release.

TikTok Videos + Spark Ads push:

Recognizing the immense popularity and viral nature of TikTok, we also collaborated with influential TikTokers to create engaging video content that showcased the game’s captivating storyline, characters, and gameplay mechanics. These videos were designed to resonate with the platform’s short-form content format, maximizing reach and visibility among TikTok’s vast user base.

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Live Streams on Twitch:

To connect with the gaming community in a more interactive manner, influencers also hosted live streams where they played Persona 5 Royal, sharing their experiences and engaging with their viewers in real-time. This approach not only generated excitement but also provided an opportunity for fans to ask questions and learn more about the game’s features.

Instagram Stories & Reels:

Finally, the campaign extended its reach on Instagram by utilizing the Stories and Reels features.The campaign fostered a sense of community among the influencers’ followers, encouraging user-generated content and organic engagement.

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As a result, our campaign for Persona 5 Royal garnered remarkable success, achieving substantial awareness and engagement across various social media platforms.

Meet the Influencers

Kurolily

Kurolily

109K+ Subscribers

218K+ Followers

120K+ Followers

75K+ Followers

Cydonia

Cydonia

75K+ Subscribers

152K+ Followers

87K+ Followers

Kurono

Kurono

934K+ Subscribers

Gouzougouzou

GouzouGouzou

485K+ Subscribers

Thelonegamer

TheLoneGamer

825K+ Subscribers

Le Chef Otaku

Le Chef Otaku

1M+ Subscribers

Djovannih

Djovannih

491K+ Followers

Lee.andy

Lee.andy

1M+ Followers

Il Forla

Il_forla

180K+ Followers

Ravenplay

ravenplay_

693K+ Followers

Raptorgamer

RaptorGamer

4.7M+ Followers

Oscaramau3

oscaramau3

1M+ Followers

Campaign Video Content

We collaborated with 25 influencers from Germany, France, Italy, and Spain, who have the right target audience for Persona 5 Royal gameplay and create content about gaming, anime, and Japan.

Moreover, 4 influencers were activated with a Package Deal and released their videos on multiple platforms. The overall campaign with 25 videos successfully gained 10M+ views, 300K+ likes, and 227K+ hours watched. Let’s take a look at some of the content pieces:

Fan Engagement

A supernatural theme set in modern Japan definitely has attracted the attention of many new players. The campaign videos sparked enthusiastic conversations among the audience and all influencers received many positive and inspiring comments.

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