- Platform
- TikTok
- Markets
- United States, France
- Ran
- Dec 2021 – Jul 2023
- Creators
- 33
Impact Origins ran five TikTok creator waves for Genshin Impact between December 2021 and July 2023, rebooking creators from earlier waves; the videos still up have 4.7 million views, with 9 of 10 past 100,000.
The videos, still live
The original posts, still up. Tap any video to watch it where it was posted.
The brief
Genshin Impact players can spot an ad from a mile off. The brief asked for creators who would “experience Genshin objectively and naturally”, which meant gaming and cosplay creators who actually play the game on camera. Every game update needed its own push, and every video had to work as an ad afterwards.
What we ran
December 2021: the first wave
Gaming, cosplay and comedy creators with 1 to 5 million followers, each booked on the views they reliably get. Every creator delivered a 30-second TikTok, a week of bio link and a month of usage rights for boosting.
March 2022 onwards: rebooking what worked
The second wave brought back the creators who had performed, some for a second and third time, alongside new faces. Updates 2.7 and 3.0 followed that summer.
Cleared to run as ads
Before approving a video, Genshin’s team checked that its music came from TikTok’s commercial sound library, because the plan was always to run the posts as ads. Creators linked their posts to Genshin’s campaign in TikTok Creator Marketplace and shared boost codes.
France, July 2023
The same model, run in French from outreach to approvals, with a 30-day Spark Ads boost on each post.
What came out
The videos still up have 4.7 million views and 205,000 likes, at 4.4% engagement. Nine out of ten passed 100,000 views, and @quincylk’s reached 1.7 million.
Why it worked
Every wave started from creators we already knew could deliver for this audience, so each one carried less risk than the last.
