Case AVM

One common requirement among all gamers is a stable and lag-free internet connection. Recognizing this need, Progress identified significant interest from gamers in FRITZ!Box and developed a targeted PR and marketing strategy specifically for the gaming community. With the demand for seamless online experiences continuing to rise, the importance of high-quality gaming routers like FRITZ!Box is only set to grow further.

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Strategy and messaging

First: the creation of the brand storytelling to position the brand as an essential part of the gaming ecosystem. This was complemented with technological storytelling that resonates with tech-savvy gamers and highlights specific gaming-enhancing technologies.

Let’s Get This Going

Progress set up a multi-faceted approach. The campaign highlights our in-depth knowledge of the industry, it benefits from existing media and influencer relations and inhouse expertise thanks to other gaming related clients and previous work for AVM. The approach takes the unique characteristics of the gaming community in consideration as well as and the specific, relational, passionate market dynamics.

Tactics focused on

  • Establishing long-term relations (contracting ambassadors) and activations with popular gaming influencers for credibility.
  • Online events (streams) and offline events for community engagement with hands-on experiences.
  • Paid and earned gaming media activities for visibility of brand and technical storytelling.
  • Device reviews by gamers, hands-on experiences for proof and trustworthiness.
  • Social media campaign with focus on brand and technical storytelling tailored to gamers and repurposing influencer activities.
  • Social media raffles to gain followers.

Overdelivering on promises

Despite a modest campaign budget for influencer collaborations and activations, we significantly exceeded our initial targets due to super engaged influencers.

  • Identified 25 potential gaming influencers and shortlisted 10 for in-depth discussions about the ecosystem, AVM, and FRITZ!Box.
  • Established long-term partnership with 4 prominent gaming influencers with a combined reach of > 292,000 followers.
  • Impressive results: 75 pieces of content including Twitch streams, TikToks, Instagram posts and reels with a combined reach of 1,000,000.
  • Activities included Instagram takeover, collaborative posts, and product placement in Twitch streams.
  • Fostered strong relationships with the influencers resulted in additional content beyond the contractual agreements reaching an extra 200,000 views.

Key results from press office

  • Increase in articles about gaming by 30% (compared to 2023) with a combined reach of over 2,100,000.
  • Advertorials in game media: 4 outlets with a combined reach of 3,500,000.
  • 5 positive reviews by game media with a combined reach of over 3,000,000.
  • Two interviews with gaming media at the Gameforce booth.
  • Media coverage: Increased presence in gaming outlets by 80%.

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