Brand Strategy •
Pitch Development •
360 Campaigns
Pokémon TCG
Global 360 Campaign Strategy
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Responsible for overseeing the full scope of the project, from strategy development to execution. Collaborating with the client and cross-functional teams, I crafted campaigns that aligned with brand goals and resonated with the audience. I identified opportunities for innovation, led the pitching process, and ensured the campaigns adhered to brand guidelines while bringing fresh, authentic ideas to life.
Client:
The Problem
The challenge was clear from the start: pitches weren’t connecting with the brand or its audience, leading to rejected ideas and inefficiencies.
Why? Because no one at the agency had played the game. The client-side team, passionate players themselves, could instantly spot the lack of authenticity. The disconnect was obvious – we were pitching ideas that didn’t align with the depth or excitement the brand needed to truly resonate.
The Approach
When I stepped in, it was clear that the usual pitching process wasn’t cutting it. We had to go deeper. To connect with the audience, we needed to live the brand, not just sell it.
I immersed myself in the Pokémon TCG community, attending weekly tournaments and engaging with players and fans. This experience gave me the insights I needed to shape a truly player-first approach.
I immersed myself in the Pokémon TCG community, attending weekly tournaments and engaging with players and fans. This experience gave me the insights I needed to shape a truly player-first approach.
The Strategy
Understanding the game and its community, I shifted from generic messaging to authentic storytelling. Each campaign resonated with casual and competitive players as well as collectors, feeling like a natural extension of the game.
The strategy focused on creating thoughtful, well-researched content, like Game Mechanics Assets - turning complex gameplay into engaging, accessible videos for all player types. Each campaign was packed with dynamic creative that spoke to every part of the Pokémon TCG community.
The strategy focused on creating thoughtful, well-researched content, like Game Mechanics Assets - turning complex gameplay into engaging, accessible videos for all player types. Each campaign was packed with dynamic creative that spoke to every part of the Pokémon TCG community.
Game Mechanics Assets
Created to showcase new moves in each expansion, turning complex gameplay into engaging videos for both casual and competitive players.
Dynamic Brand Playbook
Crafted detailed guidelines combining client feedback and extensive R&D, continually updated to align with evolving needs and their interconnected brands.
Pokémon Professor Community
Developed a process for collaborating with TCG experts to ensure authenticity and accuracy, using detailed storyboards and cross-functional workflows.
Launch Fast & Iterate
To gather quick feedback and refine ideas rapidly during the pitch process, I encouraged rough prototyping, allowing for earlier client input.
Tailored Platform Documentation
To ensure smooth rollouts post-delivery, I built detailed guides on how content should be uploaded and function, ensuring quality control after handover.
Evolved Pitch Format
Redesigned decks to highlight strategy, targeting and campaign periods with clear visuals and signposting for FPO/REFs etc.
The Result
Each campaign was designed with Pokémon’s core values in mind. Focusing on quality, I crafted campaigns that connected with players and pushed the brand forward. From taking over strategy to my departure, this approach led to a 100% pitch success rate
reflecting client satisfaction and the lasting impact of the work.
reflecting client satisfaction and the lasting impact of the work.
Resonating with the Community
The strategies implemented resonated deeply with the community and laid the foundation for long-term success. Campaigns not only aligned with the brand’s core values but also engaged its diverse player base effectively.
Significant Brand Growth
A major outcome was the impressive growth of the Pokémon TCG presence across digital platforms, gaining 559K followers organically. This success highlighted the lasting impact of the player-first, community-driven approach.
Engagement with Gameplay
Posts centered around game mechanics and gameplay received significantly higher engagement. This further highlighted the connection between the brand and its audience and demonstrated the ongoing success of the strategies.