Rawwy

ExitLag - KOL Management

Project Overview:

Rawwy partnered with ExitLag, the leading gaming network optimization software, to design and execute a long-term Key Opinion Leader (KOL) campaign in the MENA region. The campaign centered on a strategic partnership with Shelby, a prominent MENA gaming content creator, running a 3-month engagement across Twitch, YouTube, and TikTok from October 2025 to January 2026. Rawwy managed the full campaign lifecycle — from KOL selection and contract negotiation through content strategy, delivery tracking, and performance reporting.

Objective:

To build sustained brand awareness for ExitLag among MENA gamers through authentic, long-term influencer integration, driving measurable traffic (clicks) and user signups while establishing ExitLag as the go-to network optimization tool within the region's competitive gaming community.

Challenges:

Sustained Engagement Over Time: Maintaining audience interest and avoiding ad fatigue across a 3-month continuous campaign, where repetitive brand messaging risks diminishing returns.
Conversion Attribution: Accurately tracking and attributing clicks and signups from live streaming environments, where viewer behavior is less predictable than traditional digital ads.
Multi-Platform Optimization: Adapting content strategy across fundamentally different formats — long-form Twitch streams, mid-form YouTube integrations, and short-form TikTok/Shorts — while maintaining consistent brand messaging and maximizing performance on each.

Process:

KOL Selection & Alignment: Identified and vetted Shelby as the ideal MENA gaming KOL based on audience demographics, engagement rates, content authenticity, and strong alignment with ExitLag's target gamer profile within the FPS/competitive gaming community.
Campaign Architecture: Designed a multi-platform content calendar with weekly touchpoints — consistent Twitch stream integrations as the foundation, supplemented by YouTube integration videos, shoutouts, and a progressive expansion into short-form content (YouTube Shorts and TikTok) in later months to broaden reach.
Native Integration Strategy: Prioritized authentic, native brand integrations within Shelby's existing content style rather than scripted ad reads, building genuine trust with the audience and improving conversion quality.
Iterative Optimization: Continuously analyzed month-over-month performance data across views, clicks, and signups to refine content timing, format mix, and call-to-action placement. Expanded short-form content distribution in Month 3 based on emerging platform trends and audience response.
Performance Tracking & Reporting: Maintained rigorous tracking of all KPIs — views, clicks, signups, and conversion rates — with detailed monthly performance reports delivered to ExitLag, providing transparent campaign insights and data-driven recommendations.

Outcome:

Rawwy's strategically managed KOL campaign delivered exceptional month-over-month growth across every key metric, demonstrating strong scaling potential for long-term influencer partnerships. The campaign achieved over 834K total views, with January alone generating 267,662 views — a 75% increase from November. Critically, the campaign proved its conversion effectiveness, growing from 25 signups in Month 1 to 192 signups in Month 3 at an 8.6% click-to-signup conversion rate. The consistent upward trajectory across all KPIs validated the long-term, native-integration approach and positioned the campaign for an expanded Phase 2 with targets of 3,000+ monthly clicks.