1. Background&Insight
On March 31, 2024, XPPen officially announced its partnership with HoYoFair 2024 for the Genshin Impact Career Inspiration Theme Fan Art event, launching the Genshin Character Costume Design event #TeyvatFashion. As a leading global digital art innovation brand, XPPen collaborates with next-gen gaming products to embark on an artistic exploration journey. Genshin Impact, a pioneer in mobile gaming, shares XPPen's brand values of "Dream, Brave, and True."
XPPen supports creativity by providing high-performance drawing tablet products, enhancing the joy of digital artists. With over 1.5 million followers globally and a significant influence in the vertical field, XPPen has earned the 46th spot in the 2023 Officially Certified Chinese Overseas Brand Social Media Influence Ranking (across all categories), attracting illustrators, animators, game artists, comic artists, and other creative communities.
Collaborating with top Chinese mobile games, XPPen aims to create quality content, engaging with youth trends, and promoting diverse cultural expressions. This collaboration merges gaming and artistic creation, with discussions on game experiences, worldviews, and integration of PGC (Professionally Generated Content) to UGC (User Generated Content). The event received 744 thread replies and 2800+ community submissions over a month, creating a "comic aesthetic exploration journey."
XPPen values originality and user artistic creativity, striving to be a trusted professional partner in users' creative journeys through exceptional performance and experience. Committed to supporting and promoting original art, XPPen builds a user-centric diverse ecosystem, fostering creativity with an open and innovative approach, leading the new era of creativity alongside global creators. XPPen hopes this contest will break barriers and leave a unique mark in contemporary visual culture with players and designers.
2. Goals
Leveraging the popularity of Genshin Impact IP and integrating XPPen’s product content, we aim to create a synergistic "1+1>2" effect across various communication channels.
By aligning XPPen with gaming, our brand becomes more youthful, trendy, and entertaining, achieving the following:
2.1 Breaking Barriers: Expanding audience reach, enhancing communication effects, and merging different circles of influence.
2. 2 Leveraging Influence: Utilizing the global reach of the gaming industry, especially the top Genshin Impact product, to boost brand recognition and favorability, sparking interest and emotional resonance among potential and general entertainment users.
3. Strategies
3.1 Cross-Community Collaboration: Launch the "Teyvat Genshin Costume Design Week" online drawing contest with HoYoFair.
3.2 Story and Culture: Invite global "ACG" illustrators and concept artists to participate, share, and discuss "anime aesthetics" and their creative stories and perspectives.
3.3 Word-of-Mouth Promotion: Engage over 40 illustrators globally to call to action and share their creative process, driving broader PGC-UGC content dissemination.
3.4 Targeted Promotion: Collaborate with authoritative third-party art platforms to invite illustrators precisely, enhancing artwork quality.
3.5 Amplify Presence: Use Google & Facebook ads for targeted exposure.
3.6 Explore Manga Trends: Host "City pop-up" street interviews in Akihabara, exploring Genshin game and character creation challenges.
4. Execution and Results
Execution: Integrated Communication Plan (March 25 - May 13)
Official Channels:
●Cooperative IP guessing game name
●Activity Key Visual (KV)
●Influencer call-to-action video
●EDM push
●Official website and community banners
●Continuous flow of activities
●Tutorials and influencer creative videos
●Social media topic interactions
●User-generated content (UGC) and influencer professional-generated content (PGC) reposts
●City Pop-up interviews in Japan offline
Influencer Channels:
●Activity promotion post to attract traffic
●Combine product review content, invite influencers to participate in competitions, share the creative process, and call for participation, providing giveaway away
Media PR:
●Launch of official announcement for Genshin Impact costume design competition
●Designer interview special feature, deep dive into brand collaboration spirit
Advertising Placement:
●Search engine advertising (Google, Bing)
●Social advertising (Facebook, Tiktok, Instagram, X) and other channels
●Increase the activity of the official website
Third-party platforms:
●Cooperation and promotion on Anime News Network, OGQ, Artfol, and Dribbble art platforms
Others:
●XPPen offline store provides competition exposure locations
●Cooperative promotion of July exhibition activities
Results:
(1) Activity Page Data:
●Total visits to the activity page: 718,000
●Participation in the lottery: 20,891 entries; 10,261 unique users
(2)Dissemination Data:
Total exposure brought by XPPen is approximately 53.9 million (excluding exposure data from HoYoFair), including:
●Social media exposure: 12 million, with approximately 744 user comments on posts tagged with #teyvatfashionby/withXPPen
●Advertising exposure: 40.91 million, with 990,000 ad clicks
(3) Number of Submissions: Received over 2,800 submissions from global users within one month
5. Creativity and Innovation
Integrating Quality and Effectiveness, Leveraging Cross-boundary Synergies. We're not just launching a painting competition; more importantly, we're exploring different cultures and values in artistic subdomains through the lens of "trendy trends." It's not only what young people are currently focused on and interested in, but also a key to inspiring creativity and igniting dreams. It serves as a platform for sharing different cultural perspectives and worldviews, providing them with a stage to showcase themselves.
On Social Media:
(1)During the pre-event period, we initiated interactive game topics on Instagram to engage with users.
(2)We launched interactive topics with users on social media: "If you could live in any era and profession, where would you choose? Please comment using emojis and write down the year."
(3) Conducted offline City Pop-up interviews in Japan, interacting with users through games and interviews on Tokyo streets and at anime conventions to promote the event and understand user needs.
On the Brand Side:
(1)Based on the collaboration theme, XPPen customized collaborative event kits with HoYoFair (such as custom t-shirts, figurines, custom mouse pads, custom acrylic tags, custom canvas bags, etc.) to celebrate the event with users and partners.
(2)In line with the competition theme, collaborated with Instagram influencers in cosplay and costume designers to highlight costume and fashion design themes, creating creative CTA (Call-to-Action) videos.
(3) Partnered with Creality to participate in the July exhibition activities, jointly promoting artworks and costume designs from the fan art painting contest.
6. Industry reference significance
For the first time in the industry, leading Chinese brands in the fields of digital art tablets and gaming are collaborating to cross boundaries and tell the story of "comic aesthetics." As the leading company in China's digital art tablet industry, we place great emphasis on engaging and communicating with art circle users. This group of outstanding content creators has significant advantages when paying attention to cross-brand collaborations with other brands.
