Tencent Games was looking to drive awareness, downloads, and usage for its new gaming app, ‘WarWings’, which was being launched in EMEA Markets.
Their launch presented Tencent with an opportunity to develop a foundational and long-term brand identity.
We brought the brand idea to life via a social campaign launch which ensured that all initiatives embodied Tencent’s brand guidelines.
We provided end-to-end management which included strategy, planning, creative, production, seeding and reporting.
We developed a 3-stage approach consisting of:
1) A teaser to start raising awareness about the game,
2) The launch which aggressively raised awareness and engagement of the app by
making the game unmissable from day one,
3) Sustainment of the initial buzz to improve daily active usage of the game and maintain
awareness and engagement momentum.
As part of the Launch stage we developed a piece of Hero content which tapped into youth culture trends to help increase engagement and encourage downloads within Tencent’s target audience segment.