The People’s Republic Of Gamers: When Viral Nation Helped ASUS Bring Top-End Gaming Laptops to The Chinese Market Through Local Influencers
The TL;DR Version:
There’s a massive PC gaming market out there that few people in the West are truly aware of. With almost 665 million players who spent over 278 billion yuan on video games in 2020, China is home to the world’s most lucrative gaming market.
ASUS wanted to tap into this market by launching their premium ROG Zephyrus Duo 15 laptops, but they needed help. How do you get to China’s top social media influencers on networks like Weibo and Tudou?
Enter Viral Nation. By activating our international network of influencers, we helped ASUS generate over 3.6 million trackable impressions in the Chinese social space, which allowed the manufacturer to hit record launch sales in the China market.
As part of the 2020 ASUS ROG Zephyrus Duo 15 Influencer Campaign, 10 Chinese influencers created over 27 pieces of content to show why ROG Zephyrus Duo 15 laptops were the way to go for high-end gaming and eSports.
In total, over 27 pieces of content were produced for the 2020 ASUS ROG Zephyrus Duo 15 Influencer Campaign, exceeding pre-set goals and resulting in over 3.6 million earned impressions, 1.6 million interactions (note: platforms like Bilibili and Weibo do not track impressions), and 126K total clicks to the ASUS’s online storefront for Zephyrus hardware. Most notably, the campaign helped ASUS exceed its launch sales targets for the Zephyrus 15 lineup.
Bringing It To Life
Over ten local Chinese influencers were engaged across networks like Weibo and Bilibili to talk about the benefits of the ROG Zephyrus 15 duo, gaming benchmarks in popular titles, unboxing videos, and a range of other intent-driven promotions.
Influencers talked about how the Comet Lake Intel Core i7/i9 processors powering the laptops, along with ray-tracing capable NVIDIA RTX 20-series graphics, was a literal gamechanger.
Over 27 pieces of unique content were created and posted on Weibo, Douyin, Tudou, and other platforms and ASUS China’s Twitter, Facebook, and Instagram handles. Each influencer developed three to five pieces of content showcasing how the ASUS ROG Zephyrus helped them dominate in games.
The Viral POV
“To support the global launch of the ASUS ROG Zephyrus Duo 15 powered by the 10th Generation Intel ® Core ™ i7/i9, Viral Nation was tasked to develop and execute a global influencer marketing campaign with the goal of driving awareness, educating audiences on the Intel Core ® i7/i9 processor, and lastly, drive consideration of the product via asus.com. Viral Nation identified and utilized gaming and tech influencers to create original, educational, and engaging content that spoke to the performance of the Intel processor, the multitasking capability, and the unique design of the product made specifically for gamers and content creators. Viral Nation engaged 80+ influencers in markets including US, India, PRC, Canada, France, Germany, and Taiwan.”
-Kathleen McGoldrick, Account Director at Viral Nation