PlayStation | From concept to execution

The eCRM retention campaigns for PlayStation Plus – one of Sony’s premium subscription services – were underperforming in terms of engagement and effectiveness. The team approached the copywriting team to request something new and innovative that could revitalize these campaigns and enhance customer retention significantly.

What did I do?

I concepted, developed and implemented an image-led eCRM strategy that emphasizes visually engaging content, paired with targeted messaging that is finely tuned based on comprehensive player data analytics.

In total I developed four new trigger campaigns specifically designed for customers whose gaming habits predominantly reflected interests in football games, modern and period shooters, which were by far the largest genres when it came to multiplayer gaming at the time. Additionally, I created a generic campaign aimed at players where there was no clear genre preference.

Personalisation was a key aspect of the campaign, achieved by prominently displaying the recipient's Player ID within the hero image, to help foster a sense of individual recognition and connection with the brand.

The generic version of the campaign was inspired by Back to the Future Part II

My solution was designed to be extendable, allowing for the introduction of subsequent genres in future campaigns. For instance, new campaigns could easily be added to cater to racing genre enthusiasts, thereby ensuring the strategy remains fresh and relevant over time.

What was the result?

• The newly implemented campaigns saw an impressive average uplift of 40% in open rates, indicating a significant improvement in customer engagement compared to previous efforts.

• Click-through rates also improved dramatically – by more than 3X.

Generic and sports versions of the campaign