Activision ‘Inserting COD in culture & conversation’ Entertainment Activision Singapore
THE BRIEF
Call of Duty is a game loved by millions worldwide including more than 800,000 die hard fans across Singapore and the Philippines. Prior to our engagement, Activision employed a centralised model. This meant global assets were sent to local markets for posting, with limited community engagement. We were tasked with growing an engaged community and driving brand affinity in both markets.
OUR INSIGHT
Our intel showed us that Filipinos have insane amounts of national pride and Singaporeans love brands that make them laugh.
THE IDEA
In collaboration with Activision, we ushered in a fresh method of engaging local fans, propelling growth and followers on COD’s social platforms. This involved embracing a gamer brand persona and crafting dynamic, noise-cutting reactive and proactive content.
RESULTS
Drove local brand love
Our top performing local content drove up to 4x more engagement than global content.
Grew community engagement
Within four months we grew local engagement on Twitter 3.05% in the Philippines and 1.91% in Singapore. On Facebook, engagement grew 2.72% in the Philippines and 0.9% in Singapore.
Positive fan experience
Our most loyal fans felt seen and heard, creating a more positive experience for them.