We partnered with server-hosting company indifferent broccoli on a 1 month-long campaign with 6 different creators, and 10 pieces of published content. Indifferent broccoli had found success from long-form creator sponsorships in the past, and were looking to break into short-form content.

With dozens of server-hosting options available, many of them free, we had to prove to viewers that paying a premium for indifferent broccoli's high-quality and low-latency service was the right choice. The main value-proposition we capitalized on was the 2-day free trial offered by the company.

Content

To match the ICP and audience interests we worked with Minecraft tutorial and seed-review TikTok & YouTube Shorts influencers. Our campaign strategy centered around indirect sponsorship integrations.

To fulfill the campaign strategy we built creative integration routes, featuring videos such as: "Top 5 Minecraft server hosting sites" and creative CTAs: "Play this Minecraft seed with your friends on indifferent broccoli". By using indirect integrations we greatly increased conversion rate and preserved audience trust in the influencer recommendations.

Campaign 1 Results

We tracked ROI through Google Search analytics of the indifferent broccoli Minecraft webpage. Webpage impressions increased 4.9x, from ~350 daily impressions to 1,500 daily impressions throughout the campaign. Website clicks increased by 19.5x, from ~5.5 clicks per day to 110 clicks per day. The increased website clicks converted to 160+ new joins throughout the campaign.

Following the success of our first campaign, indifferent broccoli renewed their work with Hotslicer Media.

One area of improvement we identified from campaign #1 was a low conversion rate of free-trial sign-ups to paying customer joins. To solve this issue we devised an alternate customer funnel beyond a traditional "check out our website" CTA. We would utilize an experiential CTA for viewers.

Strategy

For this campaign we created custom Minecraft servers that were provided to each influencer free of charge for 1 week. Each server featured extensive indifferent broccoli branding and chat reminders for players to consider buying a plan.

Each server would be open for 2 days so that players would make some in-game progress and want to continue. Following this, the server would be shut down, entering a "limbo mode", where players would be forced to buy a plan to continue their in-game progression.

Through this experiential model the actual influencer creative would funnel viewers to the server instead of directly onto the website. Following this the purchase would be driven by the marketing copy present on the server. The primary function of this model was to increase the conversion rate of paying customers, leading to higher ROAS as compared to raw visibility.

Content

We launched 8 pieces of content across 5 different influencers. They featured 3 traditional shortform Minecraft creators, and 3 shortform livestreamers. Shortform livestreams on YouTube Shorts & TikTok are a relatively new feature that we aimed to capitalize on. It would also provide valuable insights into whether short-form livestreamers were a viable option for influencer marketing.

The influencers were instructed to record their videos on their own servers and invite viewers to check out their farms or builds by logging in.

Campaign 2 Results

In total our campaign resulted in 80+ new joins to the creator servers. From these joins we increased trial-start to join conversion rate by 2.9x, from 62 trial starts and 4 conversions before the campaign to 64 trial starts and 12 conversions after the campaign.

In addition, we continued to drive strong impressions to the indifferent broccoli website, with overall impressions up 300% since working with us, from an average of 300 to 1200 daily impressions.

Following these campaigns we are continuing our work with indifferent broccoli on a monthly basis.