Sanrio - Hello Kitty Island Adventure (Mobile Game)

Sanrio and Apple Arcade needed a paid and organic social media campaign for the launch of their new mobile game.

Between both teams, I had plenty of raw and pre-produced digital footage of the game. However, the Sanrio fandom is a massive international behemoth with nuanced demographics. Sanrio had plenty of owned data on their consumers; they just needed someone to parse and analyze it for a social campaign.

I also created a custom brand sentiment and trends social listening dashboard for them to capture non-owned metrics to fill in the gaps of their data narrative.
In the end, we created a content plan focused on which Sanrio characters resonated with which audiences based on the demographics of country, region, gender, and age.

The most popular Sanrio characters, according to the data, were featured the most prominently in our video content. This strategy was especially helpful for our paid efforts, which led to CTR and web sessions metrics that far exceeded our expectations.