Like a Dragon: Ishin!

Like a Dragon: Ishin! Case Study 2023

At the beginning of this year, our team had a fantastic opportunity to partner with SEGA and dive into the historical adventure of Like a Dragon: Ishin! — the world of authentic Japan at the end of the samurai era.

Case Study

Influencers

Total Views

13M+

Total Play Time

10K+ Hours

Platforms activated

TikTok

CAMPAIGN OVERVIEW

Campaign Overview

Our objective was to generate a buzz of excitement leading up to the game's launch. To accomplish this, we leveraged the pre-launch localization trailer assets by transforming them into captivating in-feed ads. With an interactive countdown sticker adding an extra element of anticipation, viewers were in eager anticipation of the game's arrival. Our efforts paid off: we successfully created a groundswell of enthusiasm around the game, resulting in 5 million impressions.

We collaborated with 13 TikTok influencers, each sharing their own unique video on their channels. Moreover, we primarily focused on the DE, FR, SPA, and ITA markets and partnered with the influencers who publish content about gaming, comedy, art, and the overall entertainment industry. Each influencer published a unique TikTok video presenting Like a Dragon: Ishin! gameplay, discussing the games' features, showing comedy sketches about the game using VFX effects, or drawing the main character.

These videos were performing organically for around a week to reach each influencer’s dedicated audience. Following this initial phase, we took these same 13 videos and pushed them out as Spark Ads, reaching new target audiences.

To elevate engagement, we added an interactive display card featuring a link to the landing page. The impact was great, with over 8.1 million impressions. Thanks to the influencers' creative prowess and our strategic marketing approach, we were able to cultivate widespread interest and enthusiasm for the game. The whole campaign lasted from the 27th of February till the 18th of March and successfully increased the overall awareness of the title.

The videos were created in 4 different languages. The most memorable ones were produced by elchurchesoficial, lee.andy, and keinpart2. The overall campaign with 13 videos from influencers successfully gained 8.3M+ views, 143K+ likes, and 4K comments and shares in total. Let’s take a look at some of the content pieces: The Japanese setting, combat system, and unique characters have attracted the attention of many new players. The TikTok videos sparked enthusiastic conversations among the audience, delving beyond the game itself and exploring fascinating aspects of Japanese history. Viewers eagerly shared their insights, comparing in-game events with their real-world counterparts and sharing their knowledge with others. The level of engagement was truly remarkable, the campaign videos have received many great and inspiring comments, while the game has also gained many positive reviews and new fans.

MEET THE CREATORS