ASUS ROG
In collaboration with Backbone, Saulderson Media worked on a multinational gifting campaign to promote the Backbone mobile gaming controller product, using user generated content, to their European audience intially with the campaign broadening to the USA ultimately.
The primary objectives were to generate content in native European languages with creators who were gaming and tech focused, using locally based editors to repurpose content to create multiple pieces of content from original ads.
The Campaign
PHASE 1 –
Influencer Activation
We engaged influencers directly by offering their choice of BACKBONE product in exchange for short ad reals of unboxing and setup videos with the product. They were asked to provide simple voice-overs and text on screen about the experience. The best pieces of content were then licensed for whitelisting ads for a period of time and used on the META platform to promote the products in those regions specifically.
PHASE 2 –
Content Repurposing
We engaged with editors from these regions to create new ads from the creators’ content with fresh audio and text overlays to convey specific messaging that resonated with the regional audiences.
PHASE 3 –
Content Adjustments & UGC
We fine-tuned the repurposed content to better fit with regional audiences over time while continuing the gifting phase late into the campaign, generating 26 pieces of unprompted, out-of-contract content from creators we engaged with but had not contracted for whitelisting.
PLATFORMS:
META ADS, IG, TIKTOK
REGION:
USA, ITALY, FRANCE, GERMANY, SPAIN
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