Backbone Influencer generated content
Saulderson partnered with Backbone to promote their mobile gaming controller. With a multilingual influencer gifting campaign to position its mobile gaming controller as the ultimate on-the-go companion, targeting gamers, tech fans, and everyday users.
The Challenge
Backbone aimed to boost brand awareness for its mobile gaming controller by positioning it as the ultimate on-the-go gaming companion — perfect for gamers, tech enthusiasts, and everyday users looking to play while travelling, commuting, or away from their PC or console.
To achieve this, we executed a strategic gifting campaign designed to generate authentic user-generated content (UGC) that highlighted the controller’s versatility and convenience in real-life scenarios.
A key objective was to source high-quality UGC in multiple languages, including English, German, Spanish, French, and Italian. They wanted content that highlighted the controller’s versatility and convenience in real-life scenarios to support Backbone’s organic social content and fuel creative assets for Meta Ads campaigns across international markets.
The Solution
To support Backbone’s objectives, we conducted targeted outreach to creators across YouTube, TikTok, and Instagram, focusing on talent within the gaming, tech, and lifestyle niches. Each selected creator received the full range of Backbone products and accessories in exchange for 1–3 pieces of content, which included unboxings, product reviews, and gameplay demonstrations — all produced in their native language.
We encouraged creators to lean into their natural content style and creative voice, while providing key product features and reference examples to ensure consistent messaging. This approach allowed us to generate a diverse library of authentic, high-quality UGC tailored for organic use across social platforms and performance-driven Meta Ads testing.
The Result
As part of the campaign, we gifted the Backbone Pro controller to over 200 content creators, resulting in the production of 150+ pieces of organic social content across platforms. This content played a key role in promoting the launch and showcasing the product in real-life, relatable contexts.
In addition, we secured over 200 high-quality assets — including videos, reels, and stills — that Backbone can now leverage across their organic social channels and Meta Ads campaigns, providing a robust library of creative for ongoing brand awareness and performance marketing.
