Influencer Campaign for Mobile Legends: Bang Bang Golden Month in Uzbekistan
Drive Uzbek-speaking gamers to the Mobile Legends: Bang Bang Golden Month rewards through creator content around the Ramadan season.
Background
Mobile Legends: Bang Bang, known to players as MLBB, is a mobile multiplayer online battle arena where two teams of five compete in short matches. Golden Month is the title's annual in-game event, built around free rewards and timed to the Ramadan season, although its calendar runs on past the end of the fast.
In Uzbekistan, the brand communicates with players in Uzbek and supports the season with its own Ramadan activity on Instagram. The client needed creator content that would feed into that activity and reach players inside a fixed event window.
Goal
We had to build positive sentiment among players who might enjoy a MOBA but had not committed to one, and push viewers toward the rewards before Golden Month ended. Cultural fit made this harder than a standard gaming activation, because content that merely decorated itself with seasonal references would have cost trust rather than built it. The success of the campaign was based on our ability to find a creator with real authority in this community and pair him with a story players would recognize from their own evenings.
Solution
Strategy and creator selection
The initial requirement covered a dedicated YouTube video and an Instagram post, so RMAA Agency screened more than twenty Uzbek-language gaming accounts across YouTube, Instagram and Telegram, recording subscriber counts, average views and audience character for each. Candidates ran up to a million followers, yet the strongest fit came from a streamer whose reach sits away from YouTube. His Instagram account holds 33,000 followers who come for gameplay and live reactions rather than for lifestyle content, and his Telegram channel adds 2,133 subscribers in a far warmer setting, while his YouTube channel stays much smaller than either. We recommended him together with a revised platform mix, and the client confirmed both the creator and the move to Instagram and Telegram.
We then split the two platforms by function. Telegram received a teaser first, since subscribers there read what the streamer writes and treat it as a personal message. Instagram Reels followed as the main asset, because the platform pushes short video into recommendation feeds and can carry a clip far beyond the account itself.
Campaign execution
We wrote the video around a scene the audience lives through every evening of the season. The streamer is finishing iftar at a cafe when a friend calls and invites him into a match, so he opens MLBB right at the table, and the others join him there. Gameplay carries the rest of the clip while a voice-over covers the Golden Month rewards and the Ramadan Hanabi skin, and the streamer closes the video by speaking to camera. We built the tone so that the game would look like a way to continue the evening together rather than a reason to break it up.
RMAA Agency produced the approved script into a finished video and delivered it for client sign-off. The teaser went live on Telegram on March 17, 2026.
The Instagram Reels video followed on March 23, 2026, both inside the Golden Month calendar.
Each publication carried the campaign hashtag #MLBB_Ramazon, a mention of the brand's regional account, and a link to the game, which stayed in the creator's profile bio, so viewers had a direct route into the event.
Results
Here is how the campaign turned out in numbers:
- Combined creator audience: 35,133 followers.
- Instagram Reels: 73,600 views.
- Telegram teaser: 1,254 views.
- Total views: 74,854 views.
