TURNING PLAY INTO PERKS FOR EXCLUSIVE MEMBERS
THE CHALLENGE
Candy Crush Saga is one of the world’s biggest and most popular games with hundreds of thousands of players daily. For ten years, it has been the king of mobile games. So when they decided to launch their first-ever loyalty programme, expectations were high.
In February 2021, Royalty launched in the US. King were looking for an agency partner to help bring the Royalty value proposition to life with a brand identity that made players feel recognised and rewarded.
THE INSIGHT
We needed to build trust with the established Candy Crush Saga audience and give them clear reasons to leave their favourite game to spend their time and money in a separate portal.
We understood that members were highly engaged players. For them to stay on top of their game, we needed to ensure that they always received the latest Royalty content. We also knew that content works across different formats and platforms, but in all instances, engagement was the most important thing.
the SOLUTION
Candy Crush Saga is a fast-paced game, so naturally, there will always be new and exciting updates for players to enjoy. This meant we had to be reactive and forward-thinking with our content.
We created a monthly content plan running across CRM, editorial, and in-game advertising to support Royalty’s VIP value proposition. Our in-house specialists immersed themselves in the world of Royalty ensuring they not only knew the game and the programme inside out but were able to create content quickly and effectively. High-profile collabs include partnering with Khloe Kardashian and Meghan Trainor who unwrapped jars of exclusive content through Royalty to celebrate 10 years of Candy Crush.
We also used our extensive expertise combined with ongoing performance learnings to tweak our concepts and output to give our content the best chance of landing perfectly.
tHE impact
By the end of Q1 in 2022:
· 69k members visited the Royalty portal every month
· Of these members, 90% returned the following month
· Customer satisfaction rose from 24% to 73%
This has helped generate:
· Over $350k in monthly portal revenue
· $1.9M in annual bookings
“We love working with eight&four - as our trusted partners we can always rely on them to turn around our CRM and marketing content very quickly, despite us working across multiple time zones. Most importantly though we've had some fantastic creative ideas from the team which have resulted in significantly higher engagement levels from our members”
— Simmi Bajaj, Loyalty Marketing Director