Genshin Impact is an action RPG set in a fantasy-like universe, with an aesthetic that is partly reminiscent of the anime-style JRPG world. Genshin Impact boasts its own ludic identity, with the Kingdom of Teyvat which places players in the shoes of a mysterious Traveler. Hailing from another space-time dimension, the latter, available in female or male versions, is in search of her brother/sister, lost during a mysterious event.
For the launch of the official Italian version of Genshin Impact, with the release of patch 3.3, we built a massive influencer marketing campaign involving the entire Italian market and the best influencers in the area.
The campaign was meant to reconnect old players with the title and entice new ones to try it, leveraging the Italian localization and targeting more market segments, including non-endemic ones.
The creative formats were designed with the goal of covering as many audience segments as possible, ranging from avid gamers to casual gamers, but not excluding people interested in travel, cooking, and sports.
Devising the formats, we recruited 72 of the best Italian influencers around, giving them as much creative freedom as possible in order to create natural and engaging content for their communities.
The campaign, which lasted over 1 month, also coincided with Milan Games Week where we created an area dedicated to Genshin Impact in our 760sqm booth, where fun and inspiring activities were held for the community.
The campaign was activated on all major social platforms in Italy: Youtube, Twitch, TikTok and Instagram.
With a total of 22 million impressions, 72 talents activated and 184 pieces of content produced, it was the largest ever influencer marketing campaign on a video game update in Italy.