Google Play
INTRO:
Imprint Projects was social agency of record for all of Google Play’s owned channels, driving conversations around mobile gaming to over 17.4 MM followers. The briefs ranged from promoting big title games, gleaning facts from their own internal research and bringing to life a number of other bigger brand initiatives.
As a creative director working at Imprint Projects I led a the team that launched several successful social campaigns boosting Google Play’s overall organic engagement by 30%.
International Women’s Day
For International Women's Day we wanted to show girls what’s possible by spotlighting women who are already making strides in gaming by leaning into topical conversations, gleaning Googles own research, promoting female leads in games, and supporting International Women's Day with hashtags #BalanceForBetter and #IWD19 to ensure more girls would see the possibilities.
CTG 2018 Reuse
Using Change The Game and game play footage from 2018 we re-appropriated content for social friendly vignettes of previous years winners to help promote International Women's Day.
Launch Posts
Harry Potter : Wizards Unite
Niantic launched one of the most anticipated mobile games: Harry Potter : Wizards Unite. Our team leaned into the aesthetic of old propaganda and army recruitment posters – these posts utilized direct calls to action to “enlist” in the game’s pre-registration sign-up, while other content continued to intrigue users through a sense of wonder and fascination about the game.
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Change The Game
Change the Game is an initiative from Google Play to support and empower women as game players and creators. By conducting ongoing research, inspiring youth engagement, partnering with forward-thinking organizations and spotlighting stories of success, we seek to improve representation in the mobile gaming world and create meaningful change in the industry.
Our team worked with Google to build out a social campaign based on some content that was pre-existing and gleaning new information from Google’s own research as custom content. The goal was to give Google enough social content in the form of templates to post throughout the remainder of the year.
