How GAME drove sales during peak

It’s reported that high street Christmas shopper numbers went down 4.5% in 2017. The reason? Online shopping, of course. Why go to town when you can get the best deals delivered to your door, whilst watching your latest Netflix Boxset?

During Christmas, we wanted to ensure that GAME was front of mind and that their customers were thinking of only them, ahead of their competitors.

Challenge

The challenge is obvious – get people buying from GAME. It’s the busiest time of the year and with more and more people shopping from the safety blanket of their smartphones, it was time to use influencers to drive awareness of GAME’s offerings throughout the Christmas period.

Approach

During 2017, the bulk of our work with GAME was, unspurprisngly, focused on gamers – those that were desperate to get their hands on a new release and trial games before anyone else, but at Christmas it was important to target a broader audience who were going to purchase gaming items as gifts for both their friends and family.

We on-boarded a number of parenting influencers to create shooppable gaming content, showing off 10 core strategic partners for GAME such as Fifa, Nintendo Switch and Super Mario Odyssey; all emphasising the diversity of GAME’s offering, to show that it is a great place to shop at Christmas.

Each influencer chosen had different family sizes and a variety of ages when it came to their children – some gaming fanatics, some looking for family fun and some who were getting their first game. This meant we were creating relevant gift guides for every age, gender and interest.

Results

The activation was targeted around key stores, and resulted in the following:

– Cost-Per-Engagement (CPE): 0.05p

– Average Engagement Rate: 14.6%

– Sales data cannot be disclosed

 

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