{"id":8325,"date":"2024-08-28T19:05:15","date_gmt":"2024-08-28T19:05:15","guid":{"rendered":"https:\/\/best-of-gaming.be\/?post_type=case&p=8325"},"modified":"2024-11-25T08:47:35","modified_gmt":"2024-11-25T08:47:35","slug":"phantom","status":"publish","type":"case","link":"https:\/\/best-of-gaming.be\/case\/phantom\/","title":{"rendered":"Rabanne by Space & Spacefwd"},"content":{"rendered":"\t\t
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Rabanne by Space & Spacefwd<\/h1>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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\n\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\tDiscover more cases<\/span>\n\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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Best practices<\/h2>\t\t\t\t<\/div>\n\t\t\t\t
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Best of Gaming<\/a><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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Title<\/h2>\t\t\t\t<\/div>\n\t\t\t\t
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Play with Phantom<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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Categories<\/h2>\t\t\t\t<\/div>\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\tBest of Gaming<\/span>, Fashion<\/span>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\"\"\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/header>\n\t\t
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Objective Campaign<\/h2>\t\t\t\t<\/div>\n\t\t\t\t
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Drive awareness and consideration for PHANTOM amongst 16-30 years old males with an innovative approach leveraging unique elements of PHANTOM.\u00a0<\/span><\/p>

Today, the generations that are shaping mainstream pop culture have embraced gaming so much that they are dubbed the \u201cGaming Generation\u201d and according to the GWI, 73% of Belgians aged between 25-34 and 76% of Belgians aged between 16-24 consider gaming as their primary passtime.\u00a0<\/span><\/p>

Additionally, Paco Rabanne and PHANTOM\u2019s values (inclusiveness, togetherness, eco-consciousness and set in a sci-fi theme) were perfect for the gaming\u00a0<\/span><\/p>

The brand wanted to make a statement through its motto #daretobedifferent;\u00a0<\/span><\/p>

the perfect way to genuinely talk to a subculture that fully embraces their inner character and isn\u2019t afraid to be who they are while living their passion for gaming.\u00a0<\/span><\/p>

for more information<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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Media Characteristics<\/h2>\t\t\t\t<\/div>\n\t\t\t\t
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A bespoke 2-month campaign pushing forward the “Embrace the #daretobedifferent gamer in you” messaging to position PHANTOM as an authentic part of the community. Furthermore, we created an inherently viral virtuous circle between the campaign and partnered Twitch influencers through the following pillars:\u00a0<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t

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  • \n\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t<\/path><\/svg>\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\tA first of its kind integration with Twitch3 where we partnered with 5 of the most influential streamers to create dedicated content in PHANTOM branded elements (streaming pack, chatbot, clickable banner in the description) and an innovative Twitch Extension which would reward their viewers for each hour watched and increase their chances to win prizes in the gamified competition <\/span>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t
  • \n\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t<\/path><\/svg>\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\tA website dedicated to gamers where we completely adapted the content in gamer-specific lingo that generated 1st-party data. <\/span>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t
  • \n\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t<\/path><\/svg>\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\tThe website was also home to the \u201cPlay with PHANTOM\u201d gamified social competition, where gamers were asked to perform the following series of actions to gather points and reach the top of a leaderboard to win a trip to the biggest LAN-party in the world4, a gaming laptop and Twitch credits:
    \u25cb Watch the PHANTOM video (driving consideration)
    \u25cb Share the competition on Social Media (creating virality)
    \u25cb Collect daily bonuses (driving engagement)
    \u25cb Watch partnered streamers on Twitch (driving consideration)
    \u25cb Request a sample (driving leads)
    \u25cb Subscribe to the newsletter (driving consideration)
    \u25cb Share their Ici Paris XL purchase receipt (driving conversion)<\/span>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t<\/ul>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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    Reason Best Practice<\/h2>\t\t\t\t<\/div>\n\t\t\t\t
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    The campaign was a major success reaching over <\/span>688k unique <\/b>Belgian gamers while generating over <\/span>180k engagements <\/b>(26% engagement rate) on social media.<\/span><\/p>

    The gamified competition <\/span>seeded 150% of the expected sample requests <\/b>in only 3 weeks (on 2-month planned), <\/span><\/p>\n

    while the \u201cDaily Bonus\u201d rewards drove participants to come back <\/span>10 different days <\/b>to the activation website on average (<\/span>+42% <\/i><\/b>on expected retention rate), and with the social sharing feature being responsible for more than 30% of the participants. <\/span><\/p>\n

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    Our pioneering Twitch integration helped Paco Rabanne deeply engage with the gaming community and we generated over <\/span>730k views <\/b>(<\/span><\/i>>50% cheaper than buying Twitch pre-rolls<\/span>) <\/span><\/i>and <\/span>140k hours of watch time <\/b>from partnered influencers featuring PHANTOM branding. <\/span><\/p>\n

    With a total of <\/span>1.1k <\/i><\/b>Streaming Pack downloads, we created an influential tribe of Twitch streamers turning them, together with their audience, into PHANTOM superfans. And even <\/span>3 months later<\/b>, some of them still proudly show the product on stream or use elements of the streaming pack. <\/span><\/p>\n

    The innovative digital customer activation for Paco Rabanne Benelux was a great success. We overperformed on all the KPIs, contributing to a blockbuster launch and leading the masculine fragrance category in terms of 2021 launches. Besides the great results Phantom got true customer engagement and a warm welcome due to the customized approach that resonated with the targeted Twitch community. <\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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