My role: Social Media Manager and Social Strategist
The client said I was engaging "too much" with the Professor Layton fans. I was just so into it because passion.
Since 2007, the Professor Layton Series, a mystery adventure and puzzle solving game, has been a fan favorite. 95% of gamers for the last title were existing fans. However, with 8 titles behind us, the Layton Series have yet to take ownership of their potential fan base on social. With a new game coming soon, we had to leverage this passionate fan base and take back the conversation.
The objectives were to grow a fan base on social from scratch and build awareness of the series to promote the upcoming game through all organic tactics.
We started with crafting a unique TOV and visual identity that was cemented into all our social content. Our TOV was unlike any other... it channeled the British humor of Sherlock Holmes and the politeness of Mary Poppins, using phrases like Poppycock, scrumptious, delightful, etc.
These organic tactics included engaging with our passionate fans, spotting opportunities to leverage the Layton Series brand through cultural moments, and operating a taskforce (war room style) during E3 gaming convention that engaged fans during press worthy moments to bring them back to our pages.
We also introduced ‘Active Recruitment’ to identify existing fandoms from blogs to Reddit threads and infiltrate these pages to bring these members back into our world of social.
With no paid support and our active social listening and our daily fan interactions, we garnered over 4K organic fans in three months, over 1.3 million organic impressions, and high engagement across all our channels – 17.2% on Facebook, 5.20% on Twitter, and 18.84% on Instagram.
Though social listening and performance of the post, we learned what our fans enjoy seeing and optimized the pieces of content.
Here are some top performing creative assets that were made to be channel specific, dynamic GIFs, and utilized a gamification approach that tapped into platform features and generated high engagement.
We took back the conversation as the Layton Series and the fans responded well.
