Target conversations around key moments.
@azurlane_staff saw Twitter’s strong position in driving conversations around Halloween, thus the brand leveraged this key moment by activating a series of Halloween-themed updates to the game, to attract new players and encourage engagement amongst their current gaming fans.
Promote live events with pre-event teaser Tweets
Generate pre-event buzz using teaser Tweets to engage audiences by reminding them to tune into the live event broadcast stream on Twitter and partner broadcasters, Niconico. This helps to increase event awareness and improve audience viewership and participation during the live broadcast.
Leverage key opinion leaders from the industry
Voice actors in the gaming industry attract huge followings and are seen as key opinion leaders. Hence, @azurlane_staff engaged two of their voice actresses to host and promote their live event using Periscope broadcast in order to attract viewership, engage with fans, and garner new players.
Twitter drove exceptional ROI for Azur Lane's post-launch Halloween campaign, greatly exceeding our expectations. Not only did we significantly increased engagement amongst our target audience, having our campaign on Twitter helped triple our in-app purchase revenue within a month.