[Case Study] How Hitster Became a Social Phenomenon Through a Dedicated Micro-Influencer Campaign

TM Toys wrapped up the launch campaign for the card game Hitster with results exceeding typical industry metrics: over 2.88 million impressions, a reach of 1.95 million, and a CTR of 1.04%—6.9 times higher than the display banner average. This was achieved through a classic Influencer Marketing campaign that served as the launchpad for an entire digital ecosystem.

Context

The Romanian toy and card game market is played on two completely different fields: the purchasing decision, made by an adult audience, and the cultural conversation, led by young and very young audiences on Social Media.

Hitster, the music-focused card game launched by TM Toys, needed to win on both fronts simultaneously - achieving authentic social validation and media visibility within a limited timeframe.

A TV spot, no matter how well placed, is no longer enough for such a target audience. Younger audiences don't buy based on broadcast messaging; they buy based on social proof - the psychological phenomenon in which people guide their behavior and decisions by the actions and opinions of those around them. Have they seen someone else playing with the product?

The Challenge

The stake of the campaign wasn't just generating reach, but connecting two worlds that usually operate separately: 1. Television, 2. Influencer content.

Objective

Maximizing cultural relevance and purchase intent for Hitster by organically integrating Social Proof content (UGC) into a mix of classic Influencer Marketing and Social Products. The goal was to generate an immediate impact on sales performance (CTR) and unify Digital and TV audiences. 

Strategy: A mix of a classic Influencer Marketing Campaign, Social Display and Social TV

Hitster was promoted through a strategic mix of classic Influencer Marketing, Social Display, and Social TV - services provided by Flaminjoy. These solutions placed User-Generated Content (UGC) front and center. This approach combined authentic voices with extended visibility, successfully driving engagement among young audiences and boosting product interest.

1. Influencer Content – UGC as Core Creative Material, Not Secondary Content

The first campaign component was content generated by 12 micro-influencers, who created 21 creative assets for Instagram and TikTok. Analyzing the top-performing content revealed a simple yet consistent formula: authentic "slice-of-life" moments encourage comments, while fast-paced edits with zero downtime keep users engaged throughout the video.

2. Social Display – Amplifying Performance in Native Layouts

The second component was Social Display (another Flaminjoy service): UGC content already validated by influencer communities was transformed into Social Display formats. This content was run via programmatic amplification across Thematic Group's network while retaining native Social Media layouts. This eliminated friction in the buying process and delivered an exceptional click-through rate.

3. Social TV – From Social Feeds Directly to TV

The third strategy component relied on Flaminjoy's Social TV service: instead of treating TV broadcasting as a separate chapter starting only after the influencer campaign wrapped up, Flaminjoy integrated creators' content directly onto TV. Through a revolutionary blend of content creators and television, a creative asset became a real-time, measurable asset within the campaign.

Overall Campaign Results

• 1.95M Reach
• 2.88M Impressions (+5% above the planned 2.74M target)
• 4.4K Social Media Interactions
• 1.04% CTR – 6.9x higher than the average display banner
• 36.4 GRPs, 198 insertions, 50 minutes on air with an efficiency of 19.000 reach per GRP, consistent with the 25–59 urban target

Social TV Results

• 691K Reach 1+, 373K Reach 2+
• 36.4 GRPs, 198 insertions, 50 minutes on air
  
• Efficiency: 19K Reach/GRP, fully aligned with the 25–59 urban target

Credits

TM Toys Team: Anna Frejtag-Wierzbicka
Zenith Team: Ruxandra Stăncioiu, Diana Rădescu, Camelia Bălincă, Claudia Mihailov
Flaminjoy Team: Alexandra Boharu-Predescu, Diana Ciornea, Cristina Stoica, Maria Moloșniuc
Thematic Group Team: Dan Huțanu, Diana Munteanu, Irina Preda

TM Toys is one of the largest toy and card game distributors, launched in Poland in 1997. The company's portfolio includes internationally recognized toy brands - from plush toys to card games such as Hitster - available in hypermarkets, the SMYK retail network, and toy stores. The TM Toys products undergo safety testing and certification for every age category and have received numerous awards and distinctions both in Poland and abroad.

Zenith is the media agency within Publicis Groupe, also present in the Romanian market through Publicis Groupe România. Known as "The ROI Agency," Zenith combines data, technology, and specialist expertise to meet clients' most complex challenges and support their business growth. The agency covers areas such as media planning, content creation, performance marketing, and data analytics, working with some of the strongest brands globally.

Flaminjoy is the leader in Influence MarTech in Romania. The AI All-in-One platform automatically connects the right creators with relevant audiences. It optimizes the media mix in real time, simplifying the process and maximizing campaign impact at no extra cost.

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Thematic Group is one of the most important independent media and advertising groups in Romania, bringing together expertise in television, digital, Connected TV (CTV), retail media, the creator economy, and events. Through its specialized divisions - Thematic Group Channels, Thematic Group Digital, and Thematic Group Events - the group develops integrated communication solutions that connect brands with relevant audiences through premium channels, innovative technologies, and exclusive partnerships. With a performance-and innovation-driven approach, Thematic Group gives clients and agencies access to some of the most relevant media ecosystems in Romania and Central and Eastern Europe.