Turtle Beach came to us in October 2020 with an idea for a European brand awareness campaign that could run from November through to the end of December, and work alongside the company’s global campaign based out of the US office.
The idea was to engage Turtle Beach followers on social media, by using high-profile macro and micro influencers already partnered with Turtle Beach in the key target markets of France, Germany, and the UK, in order to promote the premium sound quality of Turtle Beach headsets and share the sound they made when they won a duel against their friends.
We split the campaign into two phases:
Phase 1, running from 8 – 30 November, was focused on follower engagement. We designed a competition whereby we asked people to share their #SoundofVictory with us on Twitter and Facebook for a chance to win a next generation console. The competition generated good engagement levels, and was retweeted and commented on by the partnered influencers to help promote the competition to their audience throughout. We used various versions of the video content created in-house, which used assets from the macro influencers to help promote the competition in the target markets.
In Phase 2, we changed the narrative from sharing their ‘Sound of Victory’ to purchasing a Turtle Beach headset, by posting subtle comments alongside user-generated content from the micro influencers. During this stage, we also started to use TikTok a lot more to try and drive engagement and brand awareness via this channel, which was a new platform that had never been tested before.
Throughout the campaign, we worked alongside Turtle Beach to ensure that all the organic social posts were scheduled, whilst boosting specific content in the target markets to encourage more interactions and engagements with each post.
We achieved more than double the impression target we set out to achieve pre-campaign. We had high engagement across all three territories, and the content we posted across the Network N platform achieved more than what was expected. This, in particular, highlighted the added benefit and value we bring to our clients not just as an agency, but as Network N.