Project Description:
In partnership with TEAM42 CO., LTD., aix delivered a transformative social media campaign for Mafia42, a strategic chat-based game with over 10 million downloads globally. Our mission was to break through stagnant follower growth in the Japanese market and boost engagement through an innovative approach, earning recognition at the App Growth Awards 2024.

Campaign Overview:

Objective: Increase Mafia42’s Japanese Twitter followers from 4,234 to over 10,000 to establish credibility and attract new players.
Approach: Introduced an "Instant Win" strategy, where participants followed and reposted the campaign for immediate rewards, maximizing engagement and reach.
Creative Elements:
- Eye-catching video and GIF content to enhance user interaction.
- Customizable prizes, including “Eraberu Pay,” allowing participants to choose rewards, boosting inclusivity and appeal.
- Synergy with in-game events to drive both social media activity and gameplay.

Results:

Achieved a 485% growth in followers, reaching 24,522 in just 7 days.
Significantly reduced the cost per follower to ¥41 and cost per repost to ¥40, far below industry averages.
Enhanced brand visibility and trust in the Japanese gaming market.

Impact:

This campaign demonstrates aix's ability to combine strategic planning, creative execution, and data-driven insights to deliver exceptional results. By leveraging innovative techniques, we redefined social media engagement, creating a lasting impact for Mafia42 in a highly competitive market.

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