← WARGAMING: Audience Insights and Influencer Analysis

While at Mediakix, I conducted a comprehensive analysis of Wargaming’s World of Tanks and World of Warships past influencer campaigns.

This was to gain insights into the audience, identify top-performing influencers, analyze recent campaigns, and provide recommendations for future campaigns.

  • Utilizing channel information, we analyzed the audience demographics, interests, and online behavior.

  • These influencers were selected based on their reach, engagement with the audience, and alignment with the brand's values and messaging. Many were repeat collaborators.

  • By analyzing recent campaigns, we could create a correlation between the audience an how they responded to different influencers.

Image is an example from Hopper on Instagram analysis. While Wargaming videos were on YouTube, influencers may have promoted videos on other channels per their contract so each campaign we would evaluate those posts as well.

Audience Insights:

Utilizing channel information, we analyzed the audience demographics, interests, and online behavior.

This analysis was crucial in educating new clients who transitioned within Wargaming, as well as in managing current campaigns and educating the internal influencer team as well.

By redefining metrics for the team and educating them on other relevant terms such as reach, impressions, and click-through rate, as well as their importance, we were able to make informed decisions, particularly in selecting influencers for future campaigns.

Image is an example from Slideteam as Mediakix’s database was proprietary

SELECTING TOP-PERFORMING Influencers:

Many of the campaigns used the same influencers, as we had previously seen their success rates with various engagement metrics. And their content consistently alignment with the brand's values and messaging.

Collaborating with these influencers proved to be highly effective in reaching and engaging with the target audience.

Additionally we kept track of each influencer we partnered with or were known in the industry via a dashboard, so we could quickly make campaign recommendations.