Instagram special project

The Sims 4: How to show up on Twitch with condoms and make a decent promo

Sul Sul
We have: The Sims 4
Target: to attract new audience in the spring of 2021
Solution: to turn bloggers into sims on Instagram
When: spring, 2021
Problem and Solution

The Sims is a franchise game with a wide audience. This game is played by both those people who don't consider themselves to be gamers and those, who are not accepted as gamers by hardcore players.

When we started working on this brief, we were concentrating on gaming audience behavior inside the gaming environment and its analysis.

As a rule, The Sims audience isn't always present in gaming media as well as specialized YouTube or Twitch channels. Huge part of the audience lives in the lifestyle sphere without being marked or associated with the gaming environment. This is why we decided to choose Instagram for the project.
Project gist

Lizzka, Vika Karter, and Mary_dav turned into sims, 'controlled' by the followers. Instagram stories included forms for voting, where followers chose what a blogger was to do next.

Answer options included 2 cheat codes. Each code meant an action. For example, motherlode required gold for outing, skill_intelligence code stood for lady boss style. The blogger then performed those actions, which gained more votes from the followers.

Additional audience involvement within the project included a contest for followers. The winners were awarded with game add-ons.

How we selected bloggers

All shortlisted accounts had to fall under the following criteria:

  1. An Instagram profile of a girl-gamer with the audience similar to the average The Sims user.
  2. Charisma and the ability to improvise.
  3. ER and CTR not below the market average.
550 000+

views total

project ER
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Irina Luchak, CEO & Founder
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Wanna play?
Hit us up in messenger apps or by e-mail. We respond within 2 hours.
For questions on any matter

Irina Luchak, CEO & Founder