Playhub E-Sports club digital to physical for gen z & Alpha!
15
experimental concepts
7
final Videos
55%
engagement increase
120%
View-through increase
18%
purchases increase
The brand
Playhub is one of the biggest E-Sports centers on the Balkans on a mission to create and nurture the e-sports community and empower gamers to play together!
Made with Gamers in mind, the club offers powerful Gamer PCs, Playstation 5 zone with amazing comfortable couches, Racing corner and special VIP rooms for team play. The Club has special partnership agreements with brands like Lenovo and Cougar Gaming Division and we were delighted to start working on their campaigns!
the challenge
- Creative Ideation
- Creative Experimentation
- Video Production
the solution
After carefully analyzing the audience and the objectives for the campaigns, we started with our creative experimentation.
We tested various concepts in the beginning and once we found the winning concept-to-audience fit we started digging deeper.
We were working with a physical business, so we decided to shoot on location and thus display the club directly in the Creatives while at the same time employing real customers of the club as talent in the videos.
We discovered through experiments that amateurish, slightly cringe & funny videos work best and capture early phase attention. We continued to optimize engagement and we produced a total of 7 videos for Playhub’s campaigns.
@playhub_nextlevel Нашите клиенти са най-готините 😎 #playhub #gfuel #gameallday #gameallnight ♬ original sound - playhub_nextlevel
@playhub_nextlevel Тоя път май прекалихме#gfuel #playhub #gameallday #gameallnight ♬ original sound - playhub_nextlevel
The Results exceeded the expectation and managed to achieve 18% increase in Walk-in purchases of the new GFUEL products directly attributable to the campaign thanks to the feedback loop process employed at checkout.
Video production started as soon as the concepts were clear and thanks to Mechomi’s streamlined production capacity we managed to deliver all creatives on time.
Throughout the creative experimentation process we managed to improve engagement by 55% and View-through rates by 120%.
What we Learned
We were targeting Gen Z and Gen Alpha, which are the club’s main Buyer Persona.
We studied what resonates best with this audience in order to create the video content for the brand! Amateurish, Native Tiktok Look with humour, cringe and meme flavour was preferred to Higher Production Value and Professional setup.
The Short Answer is YES. The long answer is -Yes, but you will need to dedicate additional resources for creating videos that are native to Tiktok and fit your target audience. In the case with our client, we also had to come up with a secure way to measure the offline performance in order to evaluate the uplift in Sales attributable to the TikTok activity!
This client’s requirement was to employ real customers of their Esports Club as main characters in some of the videos in order to additionally engage their audience and create buzz. Luckily the boys and girls were very excited to participate, but required more direction and support from our Video Production crew.
the client's verdict:
