"I was impressed by how effectively we educated our existing userbase and tested adoption through gamified video questions. The high-quality, engaging UGC crafted by creators in the six trivia categories perfectly aligned with our vision and demonstrated the relevance and appeal of our new feature."
This case study breaks down a campaign where 66 content creators, acting as genuine users, produced authentic User-Generated Content (UGC) for Trivia Crack.
The goal was to get 66 macro influencers from six niches to make 20 video questions each for the new “REELS” feature, all within three months.
Trivia Crack aimed to introduce its users to its new “REELS” feature.
They planned to leverage creators who are known for creating high-quality, engaging content that would also appeal to the app’s users.
Creator Requirements
| Social Media | Big TikTokers with a significant presence on YouTube and Instagram. |
| Location | United States |
| Creator Size | TikTok: 490K, YouTube: 40K, Instagram: 40K |
| Category | History, Geography, Science, Art, Sport, Entertainment |
We’re known for our massive creator database with over 100M contacts (emails & phone numbers).
While we have all the social media info we need for the creators, our main advantage is off-platform data.
This means we go a step further by checking whether creators are active and how well they are doing on platforms like Patreon, Twitch, Discord, Linktree, OnlyFans, and more.
For Trivia Crack, not only did we match their requirements (as mentioned above), but we also utilized off-platform data to find the absolute best creators.
For example, the primary group of profiles we targeted were short-form TikTok creators with a community on Discord. The goal was to weed out profiles with a lot of fans but low engagement.
Our team of 40 creator sales & outreach specialists in our Partnerships Program enables us to reach an unmatched scale of outreach.
We combine highly targeted email data with our expertise in sending up to 5 million creator emails per month.
For this campaign, reaching out to macro influencers required more than just mass emails, as their inboxes are typically flooded with messages.
To truly stand out and grab their attention, we personalized all communications, including five follow-up emails, with the assistance of our copywriting experts and AI.
This personalization was based on details highly relevant to each creator.
For instance, we congratulated one creator on their new baby right in the email subject line.
It’s worth noting that all emails for this campaign were sent from our influencers.club domains.
So, how many emails did we send for Trivia Crack?
In total, we sent 15,000 personalized emails, which breaks down to an average of 165 emails per day.
In our email copy, we included a survey that needed to be completed by creators interested in collaborating.
Despite the survey being a more demanding call-to-action, we achieved an impressive 13% conversion rate, with 1,972 creators taking the time to fill it out.
From this group, the client narrowed down the field to 108 creators who best matched their specific requirements and objectives.
To further ensure these individuals were up to the challenge they were required to create a sample 30-second video trivia question using the app, acting as the decisive qualification step.
Out of all the participants who submitted their sample videos, 66 were chosen as the ideal collaborators for this project.
Our creator partnerships team took on the task of negotiating the final price per video for this paid collaboration, ensuring it fits within the client’s budget.
This phase was particularly time-consuming, involving extensive email communications and, in some instances, direct meetings with creators to address all their questions and ensure clarity.
The goal was for each creator to produce 20 short trivia videos for the app which required a structured and clear approach.
We organized the campaign into two waves of content production:
To streamline the process and ensure efficiency, we automated the invoice generation and payment system after each content wave.
This helped maintain a smooth workflow and allowed creators to focus on producing quality content.
2000 Creators
66 Macro Creators
Shortlisted & onboarded (490K avg. size on Tiktok)
1320 Questions
With a decade of history, Trivia Crack, developed by Etermax, is the most entertaining and innovative trivia-based interactive knowledge platform on the planet that challenges users to know more about the world and connect with people through content co-created by the community.
With over 600 million downloads globally, Trivia Crack has established itself as a cultural phenomenon, with a community of millions of active users daily.
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