Building The Ants Underground Kingdom with the Power of Influencers
Last year, our team partnered with StarUnion to help them launch an influencer marketing campaign on The Ants: Underground Kingdom. It is a unique strategy game for mobile and PC (Windows) where the players dive into the world of nature and wildlife.
In The Ants: Underground Kingdom, you are the ultimate Ant Ruler to lead the Queen, build your Anthill, grow the colony, and defend against enemies. To survive and reproduce, wars between animals frequently take place in nature. You must show your own strategies and resourcefulness for the glory and prosperity of your ant empire.
We developed a YouTube campaign to promote the game and collaborated with 7 English- and German-speaking influencers. The campaign was activated during July, November, and December 2022 and successfully resulted in 11 YouTube video integrations. So let’s take a closer look at it.
The campaign goal for The Ants: Underground Kingdom was to celebrate the game’s Summer Special Event between August 5th-12th and the Winter update between November 18th-19th and December 16th-17th. By collaborating with YouTube influencers and creating a buzz on social media, we reached unique gaming and non-gaming audiences, attracting new players to download the game.
We primarily focused on the EN and DE markets and partnered with 7 influencers with the right target audience for The Ants: Underground Kingdom’s gameplay. This time we also collaborated not only with the gaming creators but also worked with the channels dedicated to nature, wildlife, insects, and animals.
We started with the announcement of the Summer Special Event in July, which successfully resulted in 2 collaborations with content creators and gained over 2.33M views, 151K likes, and 7.6K comments.
In December, we collaborated both with the German- and English-speaking influencers producing other 4 videos for the EN market (14.63M views, 291K likes, and 10K comments) and 5 videos for the German one (760K views, 58.4K likes, and 2.8K comments).
Meet the Influencers
Campaign Video Content
We collaborated with well-known Youtube content creators, and in total 11 content pieces were produced by influencers for EN and DE markets. Below are a few showcased:
The Ants Underground Kingdom definitely attracts attention with its unusual characters and the in-game world set-up. It was a pleasure to see more and more viewers learning about Bloodline and getting excited about playing it.
I already play it because I’m cool like thatJames Anderson
Ive been playing that game since u first sponsored.Kent Johnson
The Battle Cats TikTok Case Study 2021
Bloodline: Heroes of Lithas Case Study 2022