My.com, an international video game publisher, announced Skyforge, Armored Warfare and World of Speed, its first AAA free-to-play MMO games in the US in 2014. During our pre-launch, we set out to drive brand awareness and beta subscriptions in niche gaming audiences through various channels. With 73% of gamers watching online videos, we decided to leverage the power of YouTube Influencers and started building long-term partnerships in this highly emerging space. In less than six months we achieved more than five million views on YouTube – all without paying for advertising.
How did we do it? Strategy.
Earned media is stealing the show. According to Nielsen, 84 percent of consumers say they trust peer recommendations above all other sources of advertising. According to McKinsey and Deloitte, marketing-inspired word-of-mouth generates more than twice the sales of paid advertising, while people referred by loyal customers have a 37 percent higher retention rate.
So what does earned media have to do with YouTube? It’s all about the Influencers.