World of Warcraft challenged The Goat Agency to raise awareness and purchase intent for their new "War Within" expansion pack in the UK and Nordics.
Gaming content is huge on social. But Goat wanted to look outside of just the gaming niche.
Instead, we pitched a range of content creators from gaming-adjacent niches including arts & crafts, music and cosplay. This way, we could also reach "casual gamers" and fans of the World of Warcraft franchise who may not necessarily engage with gaming content regularly.
We identified 10 influencers including @MissMikkaa and @Strippin (Twitch streamers/gamers), @Nerdforge (art creator), and @JamesBruton (STEM creator and former toy designer).
We then briefed them in a three-phased approach. The first phase needed to drive awareness of War Within, with a theme being Xal'atath tempting our creators to join her side - for any non-WoW fans, Xal'atath is "an ancient and malevolent being of the Void, able to manifest in any form she chooses").
The second phase would then showcase The War Within natively within their style of content, and the third phase culminated in a Collector’s Edition giveaway orchestrated by the creators through their social media channels.
The content resonated incredibly well with audiences with the creators' genuine passion shining through.
We had such a variety of scroll-stopping content, from Nerdforge challenging herself to paint two paintings on one canvas, to Littlejem creating an electronic "Dark Heart".
Overall our 10 influencers delivered 72 pieces of long and short form content across YouTube, TikTok, Instagram, Twitch and X. Across these, we generated 631,000 engagements at a 7% engagement rate (vs 4% average). Best of all, we had a 90% positive sentiment rate across the content, with comments like "That's how advertising should be done" and "If all advertising was like this, I'd be broke".
