Kojima Productions

Kojima Productions is a Japanese video game development studio founded in 2005 by legendary video game designer Hideo Kojima, creator of the Metal Gear series.

The objective

Launch the Kojima Productions brand in Australia & New Zealand in partnership with Hanabee Entertainment, their Antipodean distribution partners. A variety of merchandise around Koji Pro’s Death Stranding title was the focus. Awareness and Consideration were the primary and secondary goals, Conversions a tertiary goal.

Services utilised:

  • BRAND STRATEGY & MARKETING CONSULTATION
  • MEDIA & ADVERTISING
  • ECOMMERCE & VCOMMERCE
  • CREATIVE CONTENT & COPY WRITING
  • WEB DESIGN & DEVELOPMENT

The results

  • 800K Reach (number of individuals encountering the campaign) with 2 million Impressions generated (number of times those individuals encountered the campaign)
  • 20,000+ website visits from over 12,500 highly qualified prospects (increase of 44% on the previous period)
  • ROI of 434% on Paid Search, Click-through rate of 3.82% (benchmark: 1.66%), Conversion rate of 6.23% (benchmark: 1.91%)

The strategy

A dedicated Kojima Productions landing page on the Hanabee Entertainment website functioned as our campaign hub. Strategy was focused on driving traffic to the campaign hub while building awareness and generating leads via four primary methods: Geotargeting, Display Advertising, Social Media (Facebook, Twitter, Instagram and Reddit) and Paid Search (Google Search Ads). The target demographic were 18-35 year old males who are moderate-to-heavy gamers living in inner city locations; are an extremely challenging segment to capture. They are heavy media consumers, quality-conscious and tech-savvy. They cannot be talked down to and are confirmed materialists. Early campaign trends indicated that our demographic were responding to the launch with cynicism. The campaign’s focus was therefore pivoted towards targeting major live expos such as PAX and Supanova, driving foot traffic to the Hanabee Entertainment section and allowing prospects to experience the high quality look & feel of Kojima merch in real life.

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