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Mobile Gaming’s new home – Carry1st

Client

Carry1st

Location

Lagos, Nigeria

Work

Type: content strategy, Influencers

Carry1st is a leading mobile games publisher in Africa. With an objective to enhance its digital presence and reach a broader audience, they reached out to Pulse Nigeria.

PRODUCTS:

MPL Naija

MPL Naija is a gaming app targeted at Nigerian users. It features nostalgic games that are widely popular in Nigeria and has a very strong nostalgic value for Nigerian gamers. This product was the focus of an influencer campaign where selected influencers based on our knowledge of the target audience and the client’s objectives.

CODM Points

Carry1st makes it easy for players of the hugely popular Call of Duty Mobile game to be able to make in-game purchases from Nigeria. We leveraged this service to appeal to the gamer audience through influencers on TikTok and Instagram. Not only did this bring in more CP purchases on Carry1st Shop, it also increased top-of-mind awareness for the brand.

Africa Glam

Tailoring its offerings to the African market, Carry1st also introduced Africa Glam in Nigeria ( an interactive, fashion-focused mobile game) and collaborated once again with Pulse to promote it by driving awareness and increasing downloads.

OUR STRATEGY

Pulse is at the nexus of culture, content and influencers. In our audience exploration, we determined that the target audience is in the younger demographic, and they enjoy games specifically on their mobile devices.

Based on these qualities, we knew the most likely platforms where they’d hang out - Instagram and TikTok.

To reach them, we collaborated with content creators across a number of niches, comedy, lifestyle, beauty, tech and gaming, to map the multifaceted interests of the target audience.

To measure effectiveness, we provided each creator-collaborator with a unique tracking link, which they added to their bio. These links made app downloads (one of our client’s goals) convenient for the audience, and also helped us to see clearly the impact of the campaign overall.

To leverage our web channels, Pulse distributed 3 articles via our website to highlight the Carry1st brand and associate it with influencers who drive massive online communities.

We also deployed content from our influencer collaborators on to our social channels (with millions of followers across channels), further driving distribution and awareness.

RESULT

Across all channels and platforms, our campaigns made a huge splash among the targeted audience:

Views - 6M+

Engagement - 600k+

Reach - 1M+

At Pulse, we inform and engage Africa’s youth via our social and web channels. As a result, we have built the largest digital audience of young Africans, reaching more than 100 million people monthly. We are able to achieve broad distribution by tapping our engaged audiences on social media and web with bespoke content.

Our results surpassed expectations and helped the client to form deep and meaningful connections with their target.


Pulse is the leading brand partner for media and marketing projects in Africa. To start a conversation, contact us.


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