Ninjas In Pyjamas | AND THE NEW

A CONTENT CAMPAIGN FOR ONE OF ESPORTS' MOST RESPECTED ORGANISATIONS DURING THE COUNTER STRIKE MAJOR

THE CHALLENGE

Ninjas In Pyjamas engaged AND THE NEW to level up their internal partnership activation strategy, content creation, and to develop a new integrated campaign for the 2021 CSGO Major hosted on “home soil” in Stockholm.

Although one of the most known esports organisations in the world, especially in the Counter Strike scene, NIP struggled to activate their brand and partnerships beyond the “traditional approach to endemic esports sponsors”. With a lack of internal resources they required support to develop a new brand campaign in line with their biggest tournament of the season to further engage their fans, build hype for the team, and bring their sponsorships to life through an actionable activation and content plan.

THE STRATEGY

We embedded ourselves within the organisation to act as Ninjas In Pyjamas’ in-house creative digital team focused on campaigns and sponsorship activation.

Looking ahead to the CSGO Major hosted in Stockholm, NIP’s home city, we built out a full campaign plan that integrated partners at every stage. With a whole-new look to the team, including the record-breaking signing of Dev1ce their new star player, we wanted this to be a celebration of everything NIP stood for as well as an invitation for new fans to support the home team.

During the build up to the Major, we launched the “StockHome” campaign which featured a detailed short documentary from the players’ perspective on what it means to play for NIP, a behind-the-scenes build-up content piece powered by Samsung, a special edition of our fan-inspired content series “Savage” and simultaneously launching the first episode in the “Path of a Ninjas” series for Tibber highlighting the team’s younger talent.

Working with Ninjas In Pyjamas’ videography team in Stockholm we developed all ideas, created all videography briefs and instructions, developed the campaign release plan, built all plans to integrate sponsors, and supported with the post-production of assets.

THE RESULTS

Although NIP sadly crashed out of their home Major in the Quarter Finals, the campaign and subsequent work with other partners drove incredible results for the team.