At the Youtube Works Awards 2024, the promotional campaign of Tay Du VNG won in 2 categories: "Brands & Creators" and "Best of Google AI".
Youtube Works is an award organized by Youtube in collaboration with data company Kantar, to honor the most creative and effective video advertising campaigns on this platform. Based on insight analysis and statistics, Kantar will identify the products and strategies that have the most successful and effective performance on YouTube.
In particular, the “Brands & Creators” category honors the most outstanding and creative combination between brands and content creators on YouTube. Tay Du VNG has collaborated with game creators such as meGAME and Hieu Leblanc to create diverse content: from teasers to game tips through popular YouTube formats such as videos, Youtube Shorts posted on the creators' channels. In addition to the gaming user group, the content is also expanded to target a larger audience, especially the adult generation who are familiar with the story "Tay Du Ky", or create curiosity to connect with young people who are not familiar with this topic. This is the customer group that game advertising often ignores because they are not gamers. Since November 2023, in just 5 weeks, the above strategy has helped Tay Du VNG expand its reach by 41%, interactions reached 5.3 million, and the number of recorded users increased by 50% compared to the target.
In addition, the “Best of Google AI” category honors the campaign that most effectively leverages Google AI tools. VNGGames went all-in when spending up to 20% of its budget on Google AI solutions, including Video Reach Campaigns and Demand Gen Campaigns. As a result, the install rate increased from 35% to 41%, and the conversion rate from pre-registration to game downloads increased to 59%, surpassing the average of 40-50% of marketing campaigns for applications.
The success of Tay Du VNG shows the effectiveness of combining content creators and Google AI tools, even with a medium budget. This is an ideal model for launching mobile games in Vietnam.
Tay Du VNG is a role-playing game developed by Yoka Games and published by VNGGames in Vietnam from November 2023. The game is based on the famous IP "Tay Du Ky" (Journey to the West) and has achieved great success in the Chinese and Southeast Asian markets, attracting a large number of players with positive feedback.
According to a report from Google, 9 out of 10 Vietnamese people who go online use YouTube, demonstrating the power and influence of this platform on Vietnamese consumers. In Vietnam, more than 33 million people use TV to watch YouTube, the most in Southeast Asia.
Source: https://www.vng.com.vn/news/enterprise/tay-du-vng-gianh-2-giai-thuong-tai-youtube-works-awards-2024.html
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