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Client Overview
Genshin Impact, a globally acclaimed RPG with over 65 million players, sought to amplify its launch visibility among Gen Z audiences in the UK and France. Known for its immersive anime-inspired universe, the brand aimed to leverage local cosplayers to promote in-game events and drive community engagement. However, navigating the fragmented influencer ecosystems in these regions posed a significant hurdle, requiring a partner capable of bridging cultural and logistical gaps.
The Challenge
Localized Audience Resonance: The brand needed cosplayers who could authentically connect with Gen Z’s passion for gaming and anime culture in the UK and France.
Efficient Influencer Vetting: Manually identifying creators with aligned aesthetics, high engagement, and credible followings was time-intensive and prone to inefficiencies.
Rapid Campaign Execution: With tight deadlines for offline and online events, the brand required a streamlined process to onboard influencers without negotiation delays.
Strategy & Execution
InfluenConnect implemented a data-driven strategy to address Genshin Impact’s unique needs.
AI-Powered Cosplayer Discovery - Leveraging the platform’s AI search functionality, InfluenConnect filtered influencers using tags such as gaming, anime, and cosplay. Advanced algorithms analyzed engagement rates, audience demographics (e.g., age, location, interests), and content quality to identify creators whose creative style mirrored Genshin Impact’s vibrant aesthetic. This eliminated guesswork and reduced the discovery phase by 70%.
Transparent Pricing & Direct Outreach - Pre-verified rate cards provided upfront cost visibility, enabling Genshin Impact to allocate budgets swiftly. The platform’s direct messaging feature bypassed intermediaries, allowing the brand to initiate collaborations within hours. Influencers received tailored partnership invitations via a one-click function, accelerating confirmations and ensuring alignment with campaign timelines.
Hybrid Online-Offline Activation - Selected cosplayers promoted the game through a mix of social media content and live event appearances. InfluenConnect’s collaboration tools facilitated real-time feedback on costume designs and post formats, ensuring brand consistency across 25+ Instagram Reels, TikTok videos, and in-person activations.
Results
The campaign exceeded expectations, establishing Genshin Impact as a cultural phenomenon among Gen Z gamers:
3.6M+ Impressions: Content generated by cosplayers dominated trending pages, driving a 40% surge in UK and France app downloads during the campaign period.
70% Faster Influencer Discovery: AI tools cut weeks of manual research into days, allowing the team to focus on creative execution.
Authentic Community Building: Cosplayers’ organic content fostered a loyal fanbase, with 85% of comments reflecting enthusiasm for future collaborations.