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Popular photo-sharing platform Instagram already has more 400 million users and will, by one estimate, bring one-third of all United States citizens into the fold by 2019 (MGD Advertising). The massive reach of Instagram makes it an ideal channel for brand-sponsored content and social media marketing campaigns with today’s top social media influencers, especially for mobile app gaming companies eager to capitalize on the fast-growing gaming industry—according to a recent statista survey, ad-supported mobile games are projected to generate around $655 million in revenue by 2017.
In the following Instagram marketing case study, see how popular mobile gaming app Bejeweled partnered with Instagram’s top influencers to promote the brand’s #shinyplace marketing campaign and inspire millions to purchase the app.
For this Instagram marketing case study, Mediakix analyzed how the gem-matching puzzle game Bejeweled used social media to grow its user base, increase brand engagement, and inspire mobile users to download the gaming app. To generate campaign awareness, Bejeweled recruited top Instagram influencers to share photos of themselves playing the game under the branded hashtag #shinyplace. (For a thorough explanation of the #shinyplace, see Bejeweled’s branded YouTube video below.)
To introduce their Instagram marketing campaign to the world, Bejeweled created a short video featuring an ordinary American couple watching the most ordinary sport possible: curling. This unmoving setting soon receives a jolt of energy after the husband pulls out his phone and starts playing Bejeweled, effectively entering his #shinyplace. With over 1.5 million views, Bejeweled branded video captured audience’s attention by including popular Instagram pup JiffPom (2.5 million Instagram followers).
To increase the reach of the #shinyplace campaign, Bejeweled enlisted the services of social media influencer David Lopez (850K Instagram followers) for a sponsored post featuring Lopez turning to Bejeweled as a remedy for his tough day.
Bejeweled partnered with fitness/yoga influencer Koya Webb for a sponsored post that perfectly fits with the brand’s #shinyplace campaign theme. Here, the Instagram influencer plays Bejeweled at the beach while taking a break from work.
For mobile apps (both gaming and not) looking to increase brand awareness and boost downloads, developing an Instagram marketing campaign around a branded hashtag is an effective way to encourage users to view and share brand-sponsored content. Because mobile apps, mobile-based games, and Instagram (also a mobile app) all share the smartphone space, leveraging the reach and influential power of top Instagrammers can translate effectively into social shares and, most importantly, to app downloads.