Over 40M views for Kupikod: The micro-influencer campaign by Famesters
- Published
- 3 min Read
- Written by Julia Shandrokha
Kupikod is a fast-growing top-up platform for gamers, helping users refill their gaming balances for titles like Mobile Legends: Bang Bang, PUBG, Garena, and others. The service is simple, fast, and focused on what matters most to its users: getting back into the game. With growing popularity across Southeast Asia, Kupikod had the following goals in mind: grow brand awareness and bring new users in. They just needed to find the right way to reach gamers in Indonesia.
That’s when Famesters influencer marketing agency stepped in.
Table of contents
Challenge: Big competition, small windows of opportunity
Kupikod came to Famesters with a clear request: help them break into the Indonesian market and promote specific games — Mobile Legends: Bang Bang, PUBG, Garena, and Zenless Zone Zero. They wanted nano- and micro-influencers on TikTok and YouTube. The goal was to build awareness and get people interested in topping up their balance through Kupikod.
But the local influencer scene had a twist.
In Indonesia, nearly every other gaming creator is already tied up. Either they own similar platforms or they’re under contract with competitors. So our pool of potential influencers was shrinking fast. We had to work smart and dig deep. There was no room for shortcuts.
Solution: Digging deep, staying nimble
We started wide. Really wide. The Famesters team analyzed the full influencer market in Indonesia, looking for any untapped creators who were still relevant and had engaged gaming audiences.
In total, we found just under 1,500 relevant channels. From those, we managed to contact and negotiate with around 450 creators. That included discussing pricing, timing, and content style.
Throughout the campaign, we worked closely with Kupikod to review around 300 influencer channels. After careful vetting and filtering, 117 creators made the cut and published videos.
Execution: Campaign rollout and influencer matchmaking
The campaign kicked off at the end of January. We kept things running smoothly over 4 months.
Each influencer chosen had a strong connection with their audience. We focused on small creators who had tight-knit communities and credibility among gamers. Most were TikTokers and YouTubers who specialized in content around the exact games Kupikod wanted to promote.
Here are some examples of the integration:
@mrtauseefofficial Bisa nyala-nyala gitu ges kaya guru guy gerbang ke-7 😭 #mrtauseef #freefire #kupikod ♬ suara asli – STM | Mr Tauseef
A well-produced TikTok that seamlessly blends gameplay with Kupikod’s value proposition.
@sy_rycca Pasti kalian juga pengen kan skywingnya😋#freefire #Rycca #fyp ♬ suara asli – I’M Rycca`
A simple yet effective video from a top-performing creator, reused in the campaign multiple times for maximum impact. This collaboration resulted in more than 3.3M views combined.
A YouTube integration that delivered strong engagement by showcasing Kupikod in a natural, gamer-friendly way. Another top performer who brought near 1M views combined.
Creators produced short and engaging content that fit naturally into their feeds. Gameplay moments, top-up tips, or why they prefer Kupikod over other platforms. The messaging was clear but never forced.
Results: Over 40 million views at CPM of $1.55
And now to the numbers:
The performance was even better than expected. The campaign gained 40,028,399 views. And it allowed Kupikod to get tons of exposure in the exact gaming communities they wanted to reach. With an estimated CTR of 1.9%, the campaign drove nearly 800K of engaged users to explore Kupikod. The influencers did what they do best — speak the same language as their audience.
The campaign placed Kupikod in the middle of real conversations. With such a low CPM and strong reach, the return on this influencer campaign was definitely worth it.
Why it worked
Famesters helped Kupikod navigate a tough market full of locked-in influencers and still come out on top. The key was our ability to:
- Quickly analyze and map out the influencer space
- Negotiate with hundreds of creators
- Carefully select those who were a true fit
- Guide content that matched the platform’s tone
In the end, Kupikod didn’t just run another ad campaign. With Famesters, they made a splash in the Indonesian gaming world. Right where it matters most: inside gamers’ feeds.
Want to make something similar happen? We’re ready when you are. Contact our agency at hey@famesters.com to learn what we have to offer you!
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