Through the partnership, we had to build the Samsung brand amongst young gamers to one that’s exciting, daring, creative, and inclusive. More than this, we had to ta pin to the very fabric of what makes an NIP fan an NIP fan. We dug into how Ninjas In Pyjamas fans followed competitive matches, what their ambitions and attitudes were,how they respond to sponsorship, and even the average CPC for paid media retargeting to build a strategy for Samsung that both created an emotional connection with fans at the top of the funnel before then converting them to point of sale in the most effective way.

 

But this was no quick sell operation. Our fan research showed that 72.1% of NIP fans preferred to save up and wait to buy a product rather than sacrifice other spending to buy now. Additionally, a combined 52.4% of surveyed fans were only looking to purchase a new hand set in the next 6-18 months. We needed to build a strategy that positioned Samsung at the top of minds, elevated fan perception, and allowed easy path to purchase once they were in the market. The sponsorship strategy revolved around three core activation values: 
1) be fun
2) add value to the community
3) be contextual with distribution

This came to life throughout the season through the tone of voice undertaken, the individual activations at major tournaments and milestones, new product launches, and organic branded content to bring the partnership to life