Razer

About Razer

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RazerTM is the world’s leading lifestyle brand for gamers.With a fan base that spans every continent,the company has designed and built the world’s largest gamer-focused ecosystem of hardware,software,and services.

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The Challenge

Razer was facing headwinds with many new competitors entering the market, inexpensive unbranded knock-offs being sold online, and gaming console brands entering the market with their own exclusive branded accessories. A marketing strategy was needed to establish itself as a brand to stand out in the market and drive sales. Razer partnered with Swerve, a full-service integrated marketing agency known for its work with CE, entertainment and gaming brands to create, manage and lead its Canadian marketing and help it break through the clutter.

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Category: Earned PR, Paid Media

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The Program

Swerve created a marketing communications plan to elevate the Razer brand by connecting with consumers using out-of-the-box tactics, aligning with key gaming influencers and driving brand awareness within gaming enthusiasts.

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Swerve leveraged its relationships with CE and gaming media and influencers to secure high-profile media coverage for Razer with a mix of traditional news media, social media influencers, and gaming and tech media across Canada to create an always on drumbeat of media coverage position Razer as the maker of the ‘latest and greatest gaming gear on the planet.’

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Target

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Swerve targeted Razer’s primary & secondary audiences:

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  • males and females who identify as serious gamers aged 17 to 25
  • males and females who identify as recreational gamers aged 25 to 35

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Objectives

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  • Generate conversational currency with target gaming audiences via an aspirational messaging and that drives brand and product awareness in Canada.
  • Research & create a master target list of media and influencer partners aligned with Razer’s target audience
  • Dive into trending social media and news topics quarterly to create timely and targeted pitch angles used to drive earned social and news content in exchange for product sampling
  • Nurture relationships with highly engaged and trending Canadian gaming influencers
  • Natural storytelling and content that aligned with Razer’s brand identity i.e: “I game to feel connected to people all over the world and now more than ever I am grateful for my online community...” were repurposed for Razer global social media channel use and whitelabel boosted to drive reach and engagement and hashtag following

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The Results

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Swerve created the brand slogan ‘This is Why I Game’ #THISISWHYIGAME

6 month program

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  • # of stories: 92
  • ~Impressions: 2,596,698,614
  • ~CPC: $0.000019
  • Over half of all total coverage impressions were generated through traditional print,broadcast and traditional online
  • Secured 983,087 impressions on parenting outlets, expanding beyond tech and niche gaming outlets

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