GameStop is the world’s largest video game and entertainment software retailer with annual turnover in excess of $9 billion. They operate more than 6,500 retail stores worldwide as well as www.GameStop.com and www.EBgames.com.
GameStop pride themselves on the fact that customers are going to them sooner and staying with them longer. Their culture, guided by a set of core company principles, ensures they always match their knowledge with enthusiasm.
The GameStop business was predominantly driven by their high street stores; they made a decision to move into the online market and needed help with creating their online brand awareness. They formed a new online team internally to get the website off the ground and Jellyfish began work with the newly formed team.
The key objective of the campaign was to rapidly increase exposure for the GameStop brand whilst delivering a good Return on Investment.
Initially we targeted 3 main types of customer:
This ranges from Hardcore Gamers that buy on a frequent basis to gift givers that buy on an annual basis.
Outlined below is the cycle that customers will follow. Most customers will go full cycle within the process, starting with becoming aware of the brand or product, to purchasing the product, trading it in then starting the process again.
The strategy was based around 2 key target areas.
So despite increasing traffic and impressions we had to ensure the traffic converted well at a profitable pace.
We worked closely with the client and carried out our own analysis to determine what would perform as the most popular and strong converting keywords. We then entered a 3 month Proof of Concept stage.
A large amount of test and learn was carried out in this time, bidding on brand keywords and game title keywords. There are now over 700,000 keywords that have been created.
Due to the amount of games/consoles/products being launched we are constantly launching new ad copy, key words and landing pages. To ensure we are moving in line with the gaming industry.
An example of this is shown below.
Due to the need to increase brand awareness we felt it important to drive this across a variety of channels which would have the biggest impact on traffic. As the client is based in the gaming industry we also deemed it important to test various marketing channels which would appeal to our target market.
I have highlighted below a list of marketing channels/creative work that we tested. Some of the work was designed and created by our in-house creative team and some work was completed externally.
The success of the various channels varied, however it was an important test to complete to understand the boundaries of the product and brand