STEEL SERIES
Steel Series is a prominent name in the online gaming industry known for producing high quality and innovative gaming gear such as gaming mice, keyboards, headsets, and other gaming related products. Along with its cutting edge hardware, Steel Series also owns and operates proprietary software apps that elevate the gaming experience.
Problems Faced
Competitive Market
Enhancing net sales and identifying new opportunities for brand growth amidst a notoriously competitive gaming market.
Wide Range of Products
Complex advertisement configuration to effectively connect paid leads to the correct products.
Brand Affinity
Designing retention strategies to improve lifetime value of all clients and build brand affinity.
Solutions Implemented
Performance Marketing
Paid advertisements with bulk ad sets prior to refinement. Heavy focus on conversion rate optimization and return on ad spend (ROAS).
Influencer Marketing
Identified and coordinated critical influencer partnerships to assist in brand building and customer generation.
Full Funnel Analytics
Utilized data to design sales funnels for content marketing on social media targeted at sales and lead gen capture.
Client Loyalty Strategies
We brought Steel Series the idea of creating a loyalty program built to incentivize gamers to bundle products, buy warranties and opt-in.
Facebook & Instagram Ads
Designed ads built around their new customer loyalty program. Deployed these ads primarily through SMS/Email and Meta ads.
Advertisement Prototyping
We took our ad campaigns through 3 rounds of revisions based on the data we collected to optimize conversions.
Our Approach
1. First Party Data
Utilized first party data to push sales on the website by refining the brand positioning and expanding reach while focusing on specific conversion touch points.
2. Target Cohorts
Target specific cohorts of past purchasers, engagers and interest-based audiences to drive efficiency at scale and design effective sales funnels for all future marketing campaigns.
We also optimized the efficiency of Steel Series' lead gen capture system to make sure every engagement with their website and advertisements could be retargeted.
3. Loyalty Program and Retargetting
Launch of loyalty program & retargeting campaigns to increase average order value (AOV) and overall site revenue. The loyalty program had a heavy emphasis on bundling products for discounted rates and to cover those margins they offered cheap warranties to make up the difference. This worked exceptionally well for Steel Series because their products are truly great quality.
4. Experimentation
Ongoing experimentation and expansion of paid channels into deeper regions & specific products lines. Rapid prototyping of bulk ad sets to find improved conversions in a fast changing business landscape.
5. Influencer Marketing
Identified critical influencer partnership opportunities for Steel Series and coordinated User-Generated-Content (UGC) campaigns to assimilate the products with each influencers audience. We utilized both micro and macro influencers for this project.
Negotiated better rates for Steel Series and handled payments and communication between all parties including content creators.
6. Meta Advertisements
Designed ads built around their new customer loyalty program. Deployed these ads through Facebook and Instagram to put their new offerings in front of as many potential buyers as possible.
7. Dashboard and Reporting
Built an executive dashboard showing leads and opportunities by exact marketing sources and campaigns illustrating marketing ROI to leadership. This includes easy to access retargeting data for future advertisement campaigns with or without Next Gen.