Driving Engagement for Warner Bros Games UK
Tasked to re-ignite the Warner Bros. Games UK social channels, we diversified content, engaged the audience, and sparked the birth of a very noisy community!
289%
Increase in frequency
3,660%
Increase in following compared to pre-Sticky time
+1,600%
Increase in engagement rate
402%
Increase in engagement rate KPI vs actual
The objective.
- Increase engagement across WBIE UK & Ireland Channels on Facebook, Instagram, Twitter
- Grow the WBIE UK & Ireland community
- Improve the overall performance of the channels to amplify territory-specific messaging
- Identify topics and themes that resonate with the community
For Warner Bros. Games UK, the objective was quite clear: increase engagement, grow the channels, and bring the community to life.
The channels had previously been managed in-house, and while they had slowly grown organically, they required additional attention to truly engage the community. Posts had previously been product-heavy, which while useful, didn’t give enough reason for almost 30,000 followers to react, contribute, or generate conversions.
The Approach.
- Use a mix of engagement and promotional content featuring all WB Games titles that is unique to the WBIE UK & Ireland channel, giving people more reasons to follow and interact with the brand
- Use a small paid media budget to boost key engagement posts to reach new audiences
- Create a blog content to drive traffic to the WB UK website, and improve retention – traffic to be used for future paid media promotions
- Establish Ways Of Working that would streamline production and approvals on WB side
Fans of the Warner Bros. Games UK social channels were gamers. That’s why they were there. Many of them had already bought the games available, and they were ready for a conversation; to discuss their favourite moments, challenges and experience.
Our approach was to use a mix of engagement and promotional content featuring all of Warner Bros’ game titles – content unique to the channel that our audience wouldn’t find anywhere else. This would give our followers a reason to follow and engage with the channels. We wanted to shift away from purely promotional content, and introduce quizzes, competitions, favourite gaming moments, polls, and interactions that would resonate with the core gaming audience.
The content.
From blogs such as ‘The Best Boss Battles in the Batman:Arkham Series’ and ‘Top Five Weirdest Hitman Weapons’ to posts calling out Movember, using DC characters as a moustache chart for our audience to aspire to, we delivered content to our recommended posting frequency, managed daily approvals and developed a process to allow full visibility within the business of what was being posted.
We used a combination of GIFs, newly created creative using characters from WB’s games, quizzes, competitions, blogs, polls and more – a full variety of mechanics and content that would keep the audience interested. And, across numerous channels – Facebook, Instagram (feed and stories) and Twitter.
The result.
Over the last seven months of consistent posting, we’ve managed to ignite life and a sense of community into the WB Games UK & Ireland channels serving almost 50,000 members of their community and reaching and engaging over people 650k of people.
289%
Increase in frequency
3,660%
Increase in following compared to pre-Sticky time
+1,600%
Increase in engagement rate Sept to October
402%
Increase in engagement rate KPI vs actual
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