Berlin-based mobile games developer Wooga is working with integrated marketing agency HeyHuman on an influencer campaign for its hidden object game Pearl's Peril.

The campaign, titled "Are you a friend of Pearl?", aims to expand the audience of the game beyond its traditional demographic of women aged over 45 to a younger userbase. It is also hoped to grow Pearl's Peril's social media following, and increase the number of downloads.

Award-winning mummy blogger Deva Dalporto will be heading up the campaign through her website MyLifeSuckers. A video entitled "8 Types of Friends Every Woman Needs" has been released to promote the game.

Invaluable insight

"HeyHuman brings invaluable insight into player behaviour and the audiences we should be targeting," said Wooga's VP of publishing David Nixon.

"The Pearl's Peril campaign will branch out beyond our traditional 45+ audience and engage new consumers to drive increased game installs and grow our social community."

Wooga CEO Jens Begemann told us back in September 2017 that Pearl's Peril continues to be a key focus for the developer, with a 25-person staff still working on the game. Four years after its release, it continues to receive weekly updates.