NetEase built anticipation of the @OnmyojigameJP launch with a three-month campaign that used video to blur the line between reality and the virtual gaming world. By live-streaming a Periscope broadcast of the Niconico Chokaigi 2017 festival — a massive two-day Japanese pop culture event — the brand boosted its association with Niconico’s theme of recreating the virtual world in real life. As voice-over actors are hugely popular in Japan, NetEase created a Promoted Video teaser featuring its game’s stars. A Promoted Trend complemented the TVC release by announcing the official spokesperson and driving users to participate in their marketing activations featuring the game’s characters at sunset. This led to a subsequent mobile app install campaign to encourage downloads.

The Live broadcast of the Niconico event brought the reach of the @OnmyojigameJP campaign to a massive online audience, resulting in 394,000 views and 132,000 hearts on Periscope. By using Promoted Video to generate views of the game’s voice-over talent video, the brand saw high levels of interest, gaining 479,000 views with a low cost-per-view of less than US$0.01. The campaign’s Promoted Trend successfully lifted brand awareness, with a total of 104 million trend impressions and 8,500 hashtag mentions. In conjunction, the always-on app install campaign and focused targeting further drove downloads, with the clickthrough rate increasing by 20%.