Case Study: 03

Pokémon TCG

Overview Leading Pokémon TCG’s global releases, I crafted bespoke 360 campaigns that seamlessly integrated across TV ads, social, web, and paid media. Maintaining consistency across all elements, both within each campaign and with Pokémon’s broader brand goals, was key to driving the process from pitch to final delivery.

I developed the strategy for each project, identifying opportunities to innovate and solve challenges across all our work with Pokémon, including campaigns for Pokémon GO, and Pokémon as a lifestyle brand. This role required meticulous attention to Pokémon’s strict IP guidelines while delivering campaigns that resonated deeply with the target audience. I also contributed to larger brand initiatives, serving as a brand ambassador throughout.

Listening First:

Connecting with the Brand and Its Players

Before stepping into my role, I took the time to observe the existing pitching process and client relationship.
A recurring issue quickly became clear: pitches often failed to connect with the brand or its audience, frequently resulting in first-round pitches being rejected, inefficiencies, and frustration across teams.

The root cause was clear to me: no one at the agency had played the game or understood its mechanics, while the client-side team, passionate players themselves, could clearly see the lack of authenticity and depth in the previous approach.

To bridge this gap, I decided to get hands-on, learning to play the Pokémon TCG by attending weekly tournaments at Geek Retreat to engage directly with players and fans.

Player-First Strategy

Authenticity and Results

New: 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.

Campaigns That Deliver, Every Time.

Every campaign element was carefully designed with Pokémon's core values and audience in mind. With a focus on quality, I delivered campaigns that successfully connected with players and pushed the brand and its strategy forward with each new body of work.

From the time I took over the pitching and strategy up to my departure from the company, this approach led to a 100% pitch success rate. Shocked Pikachu Image

*Full case study available on request.

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