Razer Broadcasting Campaign

 

In 2018, Razer launched the Razer Ifrit, a lightweight headset designed for streaming. Along with the existing Razer Kiyo webcam and Razer Seiren X microphone, the brand was looking to expand awareness regarding its streamer-friendly product lineup in the Southeast Asian and Latin American region.

To this end, we launched the Kick Start Your Stream Dream campaign aimed towards aspiring streamers. We recruited a selection of 7 influential streamers covering 3 countries, 4 languages and a vast variety of gaming genres to achieve maximum reach towards the target audience.

To ensure that the target audience is properly educated on the features of each product, we proposed and executed a well-balanced content mix of product demonstrations, unboxings and reviews. This was complemented with a giveaway to drive hype and allow participants to try out the products for themselves, thereby realizing their stream dream in accordance with the campaign theme. We also invested in paid media to further boost the impressions of related videos, write-ups and ad placements.

 

The Result:

  • Total influencer reach: 41 million
  • Paid media impressions: 6.9 million
  • Affiliate link reach: 456,000
  • Unique giveaway participants: 2,200(1 month)
  • Total Impressions 20,400,000+
  • Engagements: 1,154,000+
  • Video views: 6,200.000+
  • CTR: 1.41%