Internet goes to Play

16 months, 28 influencers and 45 million (mostly organic) views of brand content on youtuber channels - these are just some statistics from the Play brand campaign (at the time of its study, because the campaign continues and continues 😉). “Internet goes to Play”, a platform that engages web creators with the largest reach and diverse content to collaborate, is the best example of long-term, strategic activities of the brand with influencers in Poland.

Target

Very simple! Play as a “favorite brand” with a “first choice offer” among mobile operators. The campaign aimed to build a positive brand image in the group of Internet users 15-34, as well as show the audience that “the whole Internet has gone to Play.”

Realization

https://www.youtube.com/watch?v=t23rC3LFVrk oFor several years, the platform “Stars go to Play” has been used in the communication of the Play brand (primarily in ATL), which effectively reaches the mass audience. The client also wanted to transfer it to the Internet, where youtubers have grown to the rank of stars. For long-term cooperation, he chose creators of channels on various topics (beauty, gaming, lifestyle or education), focusing on the one hand on partnership cooperation, thus maintaining a coherent and consistently implemented strategy, and on the other hand on a small interference in the content published by influencers.

The long-term campaign was divided into different stages — each aimed at achieving a slightly different goal. Among other things:

Generate submissions and engage consumers directly.Images of several gamers were placed on Play starters. To receive such a starter, you had to leave all your data on the prepared page and give marketing consents. Each of the youtubers to give away among their viewers had 5,000 such starters. How long did it take to set the record? 24 hours. The others joined a day later.

Awareness, reach, image. Youtubers — Play ambassadors — have been everywhere: on TV, radio, on billboards, materials, POS, everywhere on the internet and on all relevant social media.

Play and many youtubers in one joint music video played together with the Great Orchestra of Christmas Aid in support of a worthy cause, a year later they took part in a 24-hour live broadcast - simultaneously watched by more than 200,000 people!

Findings

First, 90% of comments about the brand (with a twofold increase in the number of comments about it) were positive! Secondly, from the Brandscope survey commissioned by the Play brand, we know that among the people who were reached by the communication of influencers, all the indicators most important for the brand increased! Image aspects such as “brand for me and my friends” or “trustworthy brand” differed by up to a dozen percentage points. (netizens not reached by influencers vs influencer fans). Third, from the data from the client, we know that compared to similar digital activities carried out by the brand on the Internet without the participation of influencers, the campaign with youtubers:

generated 3.2 times more contest entries

brought 6 times more registrations

was 3.5 times cheaper (cost of reaching one user)

The effect of freshness and naturalness translated into a positive perception of communication on the network. With all the creators, the brand has established a constant and constantly deepening cooperation.

Among fans of influencers, everyone knows that “The whole Internet has gone to PLAY”!