The Ants Underground Kingdom Case Study 2022

The campaign goal for The Ants: Underground Kingdom was to celebrate the game’s Summer Special Event between August 5th-12th and the Winter update between November 18th-19th and December 16th-17th. By collaborating with YouTube influencers and creating a buzz on social media, we reached unique gaming and non-gaming audiences, attracting new players to download the game.

We primarily focused on the EN and DE markets and partnered with 7 influencers with the right target audience for The Ants: Underground Kingdom’s gameplay. This time we also collaborated not only with the gaming creators but also worked with the channels dedicated to nature, wildlife, insects, and animals.

We started with the announcement of the Summer Special Event in July, which successfully resulted in 2 collaborations with content creators and gained over 2.33M views, 151K likes, and 7.6K comments.

In December, we collaborated both with the German- and English-speaking influencers producing other 4 videos for the EN market (14.63M views, 291K likes, and 10K comments) and 5 videos for the German one (760K views, 58.4K likes, and 2.8K comments).