Making Lenovo Legion stand out in a saturated gaming market.
Building an Exceptional Gaming Brand Identity in the UKI's Competitive Social Marketing Sector.
As a premier provider of gaming hardware and peripherals, Legion embarked on a journey to carve its unique identity within the densely populated gaming social landscape of the UKI. With the determination to rise above the competition in a crowded market, Legion aimed not only to stand out but to establish an unparalleled presence that resonated authentically with the gaming community.
This aspiration fuelled the pursuit of cultivating an engaged and thriving social sphere where gamers could connect, collaborate, and find genuine camaraderie – transforming Legion from a mere brand into an integral part of every gamer's journey.
Reactive and proactive content to drive organic growth.
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Breaking the Mould: Crafting Genuine Connections with the Gaming Community Beyond Traditional Branding.
The formulaic product focused approach most UKI brands use doesn’t resonate with the gaming community, it's stale, dull and offers no value to anyone. Gaming is exciting, it's full of flavour and passion and that's what we needed to bring out.
The gaming audience wants a brand they can relate to, engage with and create dialogue with, that goes beyond classic brand and product offering, which meant we had to offer something entirely different to ensure the Lenovo brand popped on social ahead of their established competitors.
How Legion's Authentic Gaming Strategy Created a Thriving Community and Skyrocketed Growth.
Utilising insights, we crafted a social strategy spotlighting Legion's gaming focus, authenticity, and relatability. A friendly tone produced memes, polls, and engaging content, forging connections. Active engagement with brands and creators boosted brand awareness. The team we assembled to work on the account were all gamers, some previous professional gamers and streamers, so had a unique identity of understanding what they would want to see from a brand themselves.
The standout achievement was the Legion Stream Team, diverse creators reaching various audiences, highlighting brand and products, to a wide audience and demographics that Lenovo wanted to target. The Stream Team acted as Legion's public face, boosted by cross-channel content and activations across YouTube, Twitch, Instagram and TikTok. Growth was prioritised through a targeted paid social strategy highlighting best performing content, giveaways, and mutual content sharing.
Driving growth was a paramount objective and key to this was a relatable tone and engaging content, through social media management and not taking the Lenovo brand too seriously as it had previously. Collaborations with other influential gaming figures were integrated to tap into new audiences and escalate brand recognition within the gaming community.
Our strategy seamlessly blended relatability, influencers, engaging content, and dialogue, thrusting Legion into the UKI gaming spotlight as an authentic choice. Crafted content was purposefully engaging and fun, tailored to cater to the niche's preferences. Crucially, we prioritized interactive dialogue over one-sided communication, actively responding to comments and engaging with followers.
How Legion Became the UKI Gaming Community's Beloved Brand.
Our approach seamlessly weaved together what gamers love: relatability, influencer collaborations, captivating content, and friendly conversations. This catapulted Legion to the forefront of the UKI gaming scene, making us a brand gamers truly connect with.
And the numbers tell the story: We achieved an impressive 20 million impressions, captivating 26 million views through ad placements, and gained a remarkable 1.1 million loyal stream followers. We're not just a brand – we're a community.
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