We had the pleasure of working with California-based generative AI company MeshyAI on a 2-month long influencer marketing campaign.

MeshyAI is a 3D generative AI company, allowing users to generate detailed 3D models from simply a 2D image or text-prompt. It features additional functionality to even animate or texture models.

It stands out from the competition, recently being featured in VC giant A16Z's 2024 AI tools survey!

We aimed to expand Meshy's user-base from only 3D designers and game developers into the gaming market.

KPIs:

• New customers
• Free-trial starts
• Awareness in gaming community

We accomplished these KPIs by creating a novel application of 3D generative AI in Minecraft. We found an open-source website called objtoschematic.com. This website allows users to convert common 3D model types like .obj and .glb into Minecraft schematic files. These files are compatible with many in-game mods such as Litematica and Schematica, allowing users to easily import them into the game.

This application sped up building by 100x in-game, providing extraordinary application and relevance to Minecraft players. This would be the foundational idea behind this gaming influencer marketing campaign.

For this campaign the content deliverables featured both dedicated shortform videos and 60s longform integrations.

We utilized 3 primary routes for influencer content:

• Building with Meshy
• Meshy seamless integration (longform)
• Meshy as a Minecraft mod

However in each route, the influencers showed how to use Meshy in Minecraft step-by-step. This was critical because the usecase was a 10-step process that had to be easily digestible for a wide userbase.

Our content brief included a detailed usage guide of Meshy that the influencers could add to the videos. This ensured that there were no lost conversions due to lack of understanding.

CTA

Due to low overall AI uptake in the Minecraft community we phrased Meshy as a Minecraft mod instead of a generative AI product. We called it the fastest building mod, which was simple and understandable by all players, regardless of their knowledge of generative AI. We then directed players to start a free trial via bio/description link.

A combination of creative phrasing and simple CTA helped improve our conversion rate and tie-together the strategy.

For this campaign we launched both shortform & longform Minecraft gaming influencers. They were based on a variety of Minecraft sub-genres, such as survival, building and modding.

This influencer variety would ensure wide awareness throughout many different Minecraft communities and determine which communities were more or less receptive to AI.

We chose influencers based in the US and UK, with at least 40%+ relevant demographics. We held longterm partnerships with many of the campaign creators, which drove down the cost per-influencer.

One primary factor we looked for in influencers was ease of integration. Did their content have a natural route to seamlessly integrate Meshy? Only if yes did we continue with them.

One example is with Disruptive Builds. He recently released a video called Minecraft megalophobia where he showcased eerily massive builds. The connection to Meshy was obvious, because it lets users easily create huge megalophobic builds over 300 blocks tall. As such we ensured the Meshy sponsorship was integrated in Disruptive's megalophobia part 2 video, making the sponsorship incredibly seamless.

In total our influencers generated 1,036,614 views for Meshy with 45,582 engagements.

This resulted in the total cost of the campaign being just $4.88 / 1k views.

• Shortform CPM: $2.43
• Longform CPM: $13.44

Due to the massive and cost-effective viewership and awareness generated for Meshy in the gaming space, we consider the campaign a success.

Following this campaign Meshy has continued their work with Hotslicer Media, expanding into the Roblox and devlog space.