Built on inhouse data.
Audience design centred on trending teen interests, e-sports platforms and console gaming — the places Gen-Z actually spends its attention, not where media plans assume it does.
Gaming · 2020
Season 5 launch — a two-stage programmatic campaign built Gen-Z first. 214M impressions in 17 days.
Programmatic AdvertisingMedia PlanningMedia BuyingDisplay & Video 360
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Launch a season. Reactivate a generation.
Epic Games tasked us with supporting the Season 5 launch of Fortnite — and the newly introduced battle pass — through programmatic advertising across Europe.
The goal: drive awareness and user reactivation at competitive click prices, while gathering learnings on Gen-Z user behaviour in the highly saturated German and French markets.
Using inhouse data, we designed a two-stage campaign centred on trending teen interests, e-sports platforms and console gaming — stage one gathering large volumes of Gen-Z audience data, stage two converting it into remarketing and lookalike performance.
Two stages, one data engine.
ApproachBranding — gather at scale.
A broad branding campaign across Display & Video 360, engineered to collect large volumes of Gen-Z audience data on youth culture while building Season 5 awareness.
Performance — convert the pool.
Stage-one data fed remarketing and lookalike campaigns — reactivating lapsed players and driving battle-pass interest at competitive click prices.
Seventeen days of flight. A season-sized footprint.
214M
Impressions
across all markets
across all markets
1.1M
Clicks
at competitive CPCs
at competitive CPCs
4
Markets
GSA · FR · BE · LX
GSA · FR · BE · LX
17
Days of flight
27 Nov – 13 Dec 2020
27 Nov – 13 Dec 2020
2
Campaign stages
branding → performance
branding → performance
Audiences we built on.
- 01Trending teen interests
- 02E-sports platform audiences
- 03Console gaming communities
- 04Remarketing pools & lookalikes
Some impressions.
Stage one gathered a generation’s worth of audience data. Stage two turned it into clicks — 1.1 million of them.
— Campaign summary