Minecraft Audience Targeting Strategy
The Minecraft Beyond the Game team wanted to to find a way to expand into new verticals to develop new strategic marketing creative that could house evergreen product partnerships. After intake and understanding of the team, I saw this as an opportunity to push creative on estep further and leverage unique creative as a test and learn strategy to target micro-audiences that existed just outside of the standard gaming audiences. We partnered with Kurppa Hosk to develop unique creative that push the bounds of the Minecraft space and uncovered unique opportunities laying just beyond the game.
Situation
After initial discovery and an understanding of the landscape, we landed on targeting millennial targeting creative that they would find relevant with products that were relevant to their kids and tapped that nostalgic feel.
We wanted to find a direction that harnessed the oddity and humor of the old 2000’s commercials, but without alienating GenZ. We looked through digital and social trends and landed on the reimagined 80’s to fit the bill.
Opportunity
USE nostalgic ads to target audiences adjacent to gaming.
CONCEPT
Creepertv
CreeperTV took the lovable 80s/ 90s infomercial from millennial childhood and gave it a twist fit for modern consumption. This work featured meme-able moments and a versatile branding that allowed unique product placement and continuity to establish relevance with users.
We worked closely with KHC to build every aspect of this creative, ensuring all decisions would toe the fine line of resonating with Minecraft’s core consumer base while still creating clear pathways to engage with those adjacent communities.
We launched the initial creative direction as a test and learn strategy and build subsequent creative based off of learnings of initial launch.
The Process
This work effectively uncovered new audience opportunities, allowed us to build new audience profiles based on these finds, and directly contributed to new user acquisition for future campaigns.
Learnings
The good stuff
40M in direct engagement
400M in reach
Strengthened brand positioning
Identified new demographics for future targeting
Community add to Minecraft Wiki