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.
In anticipation of the launch of version 3.2 of Genshin Impact and with the following announcement of the text translation of the game into Italian, HoYoverse contacted us to devise a promotional campaign, with the aim of generating general awareness for the brand to the Italian audience.
For this activity, we chose talents with close-knit gaming communities and those akin to the world of cosplay. We wanted viewers to interact directly with the creators, generating word of mouth among the community for the future release of the Italian version. We have chosen to operate on major social platforms such as: Youtube, Twitch, Instagram and TikTok, assisting talents in creating content for analysis and anticipation of upcoming news.
The entire campaign was supported not only by targeted posts on Instagram, but also by sets of stories from the creators.
The campaign had a goal of 2M impressions, despite this we achieved 5.6M impressions, leaving the client satisfied and receiving the mandate to manage the campaign for version 3.3 on the Italian terrritory.