%20(1).png)
Parallel is a free to play digital trading card game built in a thrilling sci-fi universe. Collect cards, build decks, and battle your peers in a strategic battle for control of Earth. Combine cards from one of the five factions and the Universal pool to create a 40 card deck. Parallel aims to continue breaking ground as they merge blockchain tech with traditional entertainment to create a new paradigm in which the users own parts of the digital worlds they grow to love. Parallel knew the potential value of influencer marketing and wanted to run a test to measure its effectiveness for their brand, but had limited experience and know-how in the influencer market. They knew they could operationally find a few influencers and ask them to post about Parallel, but to run a real test, they knew they needed help finding the best available influencers, determining their fair prices, and structuring the deliverables to optimize for their top, middle and bottom funnel goals.
%20(1).png)
Parallel worked with Word on the Block to structure their test campaign in a way that would give them the ability to evaluate the effectiveness of influencer marketing on each part of the funnel. Each influencer they engaged, sourced and managed by Word on the Block, was asked to deliver one video post to drive organic views and engagements (top of funnel) and allow Parallel to boost the video through the influencer’s channel (middle and bottom of funnel). Various influencer types were utilized to determine the best go-forward fit, including Blockchain creators, Magic the Gathering creators, Hearthstone creators and Minecraft creators. After Word on the Block executed the campaign, it was clear that creators with Blockchain-focused content as well as Magic the Gathering content generated superior performance, driving exceptional top and middle funnel metrics. Parallel saw the promise of influencer marketing, but tasked Word on the Block with improving the bottom funnel metrics (downloads and signups) before determining how to proceed with influencer marketing. Word on the Block engaged the best Magic the Gathering and Blockchain-focused creators, each asked to post organically but also grant Parallel the usage rights to the video for use in their existing paid media strategy, optimizing for driving conversions. The conversion metrics soared and Parallel continues to work with Word on the Block today, expanding its influencer marketing work.
With Word on the Block, Parallel now works with 15 influencers per month on campaigns bifurcated by top, middle and bottom funnel optimizations. Parallel’s program is now delivering a ROAS of 3:1 on organic posts, with boosting and paid media driving ROAS above 6:1. Even excluding paid amplification, organic posts have generated over 5 million views, over 400,000 engagements and 70,000 website visits.
.png){kind=small}
