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the facts

RESULT
644,000+ VIEWS ON YOUTUBE AND INSTAGRAM
CONVERTED 240 DOWNLOADS

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THE
challange

BIGO LIVE is an app that allows its users to live stream, play games and chat with other users in real time. To increase its presence in the UK and secure further downloads of the app, BIGO were keen to work with Viral Talent to launch influencer-based marketing activations. The strategy was focused around showcasing the benefits of the app and its features, and in particular reaching Gen Z consumers.

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the
approach

Viral Talent selected YouTuber Millie T to lead the campaign; Millie’s social presence was peaking around the time of planning the campaign and her audience matched the client’s target market. Millie created a “24 Hour Challenge” style video which is a trending title on YouTube and integrated the BIGO LIVE promotion within the content. A link to download the app was included in the video’s description box, and was also inserted as a pinned comment on the following two videos posted to Millie’s channel to optimise exposure.

Additionally, Millie created 4 Instagram Stories which were posted sporadically across a 3-4 week period. The stories encouraged viewers to “Swipe Up” which directly linked them BIGO LIVE’s download page.

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the
results

In terms of brand exposure, the digital activations across YouTube and Instagram generated an enormous amount of awareness to BIGO LIVE. Across Instagram Millie’s stories gained 483,000 impressions and were viewed over 467,000 times. Millie’s conversion rate from impressions to reach was 98%; this is well beyond average.

The YouTube portion of the campaign successfully targeted UK consumers with 81% of views coming from UK & Ireland. It’s also significant that 97% of viewers derived from a mobile/tablet device which highlights the online viewing habits of Gen Z.

The overall YouTube video achieved an average viewing time of 7:02; the BIGO LIVE integration was positioned at 2:18 in the video and therefore attained 100% average view duration. The tracked link Millie promoted resulted in 240 installs of the app!!

View the content here.

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