- Famesters & Opera GX step beyond conventional influencer partnerships
- Published 30/08/2024
- 4 min Read
- Written by Julia Shandrokha
Table of contents
Opera GX, a well-known web browser designed specifically for gamers, appealed to Famesters’ expertise with an aim of attracting gamers – those who play video games of different categories and genres, – drive brand awareness, and increase audience loyalty to the brand. Executing the campaign, Famesters aimed at widening the coverage and increasing engagement rate while lowering the CPM across Tier 1 countries.
To strategize, our experts used our own developed analytical tool and AI. This approach allowed us to discover new types of influencers and, as a result, target new audiences the brand had not previously considered.
Over 2023, Opera GX gained:
- Wide brand awareness.
- IP rights to the best video creatives.
- A reputation of a browser used by the most gaming influencers and audience’s favorites.
- 317 videos made by 200+ influencers.
- >61.3M views.
Opera GX and Famesters continue to partner in 2024 and set even more ambitious goals for this year.
Now, we will show you how exactly our campaign developed.
What did Opera GX actually need?
Opera GX was looking for influencers on YouTube: the focus was specifically on the YouTube ad integrations, as this platform gathers broad gaming communities. Also, Opera GX wanted to engage creators-gamers who were sincerely interested in gaming.
The primary goals were set as engaging passionate gamers who specialize in different game genres and categories, increasing brand awareness, and audience loyalty to Opera GX. We aimed at widening the coverage and ER while lowering the CPM across Tier 1 countries. For instance, an average CPM for gaming content (e.g. Roblox, Minecraft) on YouTube across the USA is $30.
Planning
At Famesters, we always look for fresh solutions and a creative approach in every single campaign. To deliver the best performance possible for Opera GX, we conducted research from all angles. With the help of Famesters’ own developed analytical tool and AI, we dived deep into the market’s peculiarities, including competitors’ research; then we segmented the audience with more than 50 data points such as demographics, interests, purchasing habits, and others.
That way, we distinguished 2 main portraits of a typical creator suited for the ad campaign:
1) A person gaming on a PC (with no mobile or console games fitting the ads), covering Tier 1 countries, with a highly loyal audience and a high engagement rate. This was the most suitable category according to the brief and the client’s experience in traffic purchase.
2) An influencer with a highly loyal audience and a high ER, covering the Science & Tech category (e.g., programming) in Tier 1 countries. The client had never previously considered this type of influencer, but our research showed that this is the ideal candidate for scaling the client’s reach and attracting qualified traffic.
Additionally, Famesters curated PC games whitelist and blacklist. The whitelist includes preferred games (FSP games, RuneScape, League of Legends, and such), while the blacklist contains inappropriate ones. This helps ensure that the influencer’s content is aligned with the brand’s values, and target audience.
How? For instance, Opera GX is designed for gamers who are looking for a browser tailored to their gaming needs, such as resource management, customization, and performance enhancements. The audience for blacklisted games does not prioritize browser features.
The lists are constantly monitored and updated.
Execution
At Famesters, we always test to find the most profitable solutions while executing. Using the insights from our analytical research, the team tested new approaches in influencer discovery that allowed us to open new audiences for Opera GX that were not originally considered as interested in the product.
Besides, we were monitoring the hottest games and strategically placed ads where the buzz was highest. These tests resulted in Opera’s wider coverage and attracted more new users.
In addition, Famesters purchased the intellectual property rights for the most successful, catchy, and high-quality content, which were then transferred to Opera.
Examples:
- Bigpuffer – 547K views
- Dante Ravioli – 621K views
- LilAggy – 1.7M views
Results
The campaign’s results surpassed the expectations. Opening a new target audience turned into a high quality traffic for Opera. Over the year, we managed to gain:
Famesters managed to lower the CPM across Tier 1 countries in comparison with an average industry pricing.
Opera continues to partner with Famesters to scale the GX browser as well as other products of the developer.
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Inspired by the results Opera GX achieved with the help of Famesters? Contact our agency to learn what we have to offer to you!
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