Drecom Co., Ltd. (Head Office: Shinagawa, Tokyo, President: Yuki Naito) has launched a gacha campaign to commemorate the 250,000th copy sold in the series of the dark fantasy "Blade & Bastard," which takes place in the world of the classic RPG "Wizardry".
The campaign utilized the X-based fan community and UGC promotion service "Rooot", which is a unique and innovative system in the publishing industry, and produced an effect about 40 times greater than existing promotions by involving not only users but also bookstores and other related parties. This article introduces the details of the campaign as a successful example of a campaign in the publishing industry. 

Spreading the influence through X posts and reposts!

In order to spread awareness of "Blade & Bastard," we aimed to spread the campaign information by posting and reposting within X. The promotion was designed to reach people who do not normally come into contact with "Blade & Bastard".

▼X Post regarding the campaign
https://x.com/BladeandBastard/status/1810916963855782382

Highly entertaining campaigns using gacha

This promotion uses the Flying Gacha feature, an optional service of "Rooot". The promotion using the gacha function provides the following advantages:
- Users can enjoy the campaign to the end without getting bored
- By preparing a variety of cards, you can create an opportunity to experience the world of the title
- The joy of winning the card you are looking for will deepen your love for the title
- The opportunity to post to X will increase by sharing the results of the gacha.
- The lottery-type system can reduce the cost of prizes for the operation

21,903 pulls of gacha!
During the campaign, the gacha was pulled 21,903 times!

The probability of winning was designed so that participants could get the card they wanted by repeatedly playing the gacha during the period. Therefore, as many as 72% of gacha participants were able to draw the SSR card that came with the prize entry ticket.

In addition to the variety of cards that can be enjoyed even if you don't win, the design of the winning probability to reduce the withdrawal rate and keep players coming back contributes greatly to the increase in gacha turnover.

Various triggers to generate UGC

In addition to the production in the gacha, this campaign also includes many opportunities to generate posts and reposts on X, which is the original purpose of this campaign.

▼Gimmicks for posts and reposts
① Hashtag posting campaign

A cycle of point earning was introduced into the campaign with prizes such as Amazon gift cards and other luxury prizes. The game-like feature of earning points by posting hashtags also made people want to post again and again. Despite the fact that the campaign did not offer any incentives for following the official X account, it was able to acquire approximately 20% of the new followers of the official X account at the start of the campaign.

② Gacha results and spreading the influence

By providing a post lead from the gacha results to X, we have designed the system so that the joy of winning the prize you are looking for can be spread immediately across the user community. Even if you do not win the prize you are looking for, we have also prepared a consolation card that will give you a reason to make a post.

③ Simultaneous projects involving characters

A choice campaign to spread awareness of the characters in the work was also conducted at the same time. By asking fans to add a few words about their favorite characters, we have succeeded in spreading the voice of the fans.

▼Promotional effect
Effect １: Successfully spreading the information
There were approximately 3,500 posts and 20,000 reposts during the campaign period. For a promotion with 7,000 followers on the official X account (at the start of the campaign), the results can be considered a great success.
Effect ２: Increased number of followers
The number of followers increased by 20% during the campaign period. The content of the information dissemination designed to attract new followers has proven to be correct.
Effect 3: Satisfaction rate increased in various places such as bookstores
The benefit of Rooot is that it increases impressions and engagement for posts outside of the official account. Bookstores and other interested parties who have posted about the campaign have been very pleased with the response they have received, which has been more than usual.

▼ Actual X post
https://x.com/shosen_bt/status/1811692340635140376
https://x.com/haruya_nakano/status/1811672377186763120

The post rate is 40 times more effective than previous X campaigns!

Compared to our previous campaign for the publishing industry, this campaign was about 40 times more effective in terms of post rate alone, based on the number of followers. With no difference in the cost of the prizes, this large effect can be achieved simply by devising a new mechanism.

Category	This Cast	Previous Case
Work Type	Publisher	Publisher
Content	200k copies sold campaign	10th anniversary campaign
Tools	Rooot + Gacha option	Rooot
Prize	Amazon Gift Card, signature card, signature comic, etc	Amazon Gift Card, signature card, signature comic, etc
X followers (at start)	7000	72000
Participants	1540	665
Posts	3470	882
Post rate	49.5%	1.2%
Likes/reports	71377	30694
Followers increase rate	Approx. 20%	Approx. 0.5%

Characteristics of Rooot

While services such as iInstant win and Follow & RP are designed to connect users with official accounts, Rooot is designed to connect users with each other. Rooot is designed to promote user-to-user engagement, which will increase the amount of spontaneous user-generated content (UGC) and stimulate the timeline on X.
In this measure, we were able to promote engagement not only among users, but also with bookstores and all other people involved in the title, which satisfied a great number of parties.

	Existing Service	Rooot
Objective	Spreading X (Twitter) Acquiring engagement	Spreading X (Twitter) Acquiring engagement
Content	Follow and repost official X	Generating UGC with fans
Methods to reach objective	Display top trends Acquire followers	Display top trends Acquire followers
Quantitative effects	None	Post (tweet) by fans Festive timelines A chance for fans to connect with each other
User benefits	Get prizes	Get reactions to your posts Connect with fans who share your interests and win prizes
Characteristics of participants	Sub-Accounts for campaigns	Main account Service-specific sub-accounts
Brand loyalty	Participate only during the campaign	Continue to use the service with your friends after the campaign

Over 250 services are using our marketing service

Drecom's fan marketing services, including Rooot, have been implemented in over 250 services. We specialize in social media promotion planning mainly for the entertainment industry, and have developed services not only for X but also for YouTube and TikTok.

https://www.rooot.biz/

Full support from promotional planning to system providing

Drecom provides support from the planning of promotion plans in a form that meets the client's needs to the design production and provision of systems. We design measures to maximize the satisfaction of users who participate in the event in a way that takes advantage of the entertainment service know-how we have cultivated over the years.

Service providing from minimum 3 weeks

Promotions can be provided in as little as 3 weeks. If you are considering social media promotion by UGC, please contact us.

Contact
Feel free to inquiry about the features, uses and document request
Drecom Co., Ltd.　
Rooot Support Desk Email: rooot-support@ml.drecom.co.jp
Service Page: https://www.rooot.biz/ 

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