While tentpole campaigns can yield significant marketing victories, maintaining year-round marketing success and brand growth necessitates an "always-on" approach. To consistently steer the business toward its objectives, we crafted evergreen marketing initiatives that centered on showcasing the breadth of Prime Gaming's portfolio, which we coined with the name “multi-title."
Historically, our team had concentrated marketing efforts around individual game titles as they went live on our platform. Our data and research indicated that customers found ads featuring games they play highly engaging, while those unrelated to their gaming interests were perceived as uninteresting and forgettable.
In response to these insights and customer feedback, we devised a new creative strategy. Our ads would now feature multiple gaming titles in each ad, thereby expanding our capacity to resonate compellingly with a broader customer base.
We conceptualized our approach and crafted all creative elements in US English. After consensus was reached with internal stakeholders, we successfully localized these creative assets for various global markets, significantly amplifying the the brand’s always-on impact and reach.
To continue the evolution of our strategy, we explored marketing creatives that spotlighted the multiple benefits our brand provided to customers, consolidating them into a unified message and visual representation. By highlighting more than one benefit, we effectively broadened the scope of relevance to an even wider customer audience.
This evergreen multi-title marketing approach consistently delivered robust year-round results. Through this strategy, we achieved the elusive equilibrium between impactful marketing performance and long-term brand development. These ads emerged as the year's top performers for the brand, while simultaneously engaging the most valuable returning customers.
We applied this strategy not only as a conversion tool but also as a brand-building tactic. By establishing a strong association between Prime Gaming and a remarkably diverse array of gaming titles in the minds of our customers, we enhanced our brand's relevance to their gaming preferences, regardless of their current game of choice.
