Social Media Strategy
Brief: Prepare a social media strategy for the launch of an indie card game Kickstarter campaign.
This case study showcases a social media campaign that dared to be different. We were tasked with supporting the launch of an indie card game that combined horror and comedy in a truly unique way: by challenging players to create the most outrageously funny death scenes imaginable. Discover how we tapped into the game’s inherent creativity and provided a comprehensive strategy that leveraged platforms like Instagram and TikTok to build a thriving community and achieve Kickstarter success.
Step One: Develop Core Customer Personas for Target Audience
Horror Movie Enthusiast: Sarah
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Age: 28
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Occupation: Graphic designer
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Interests: Binge-watching horror films, attending horror conventions, collecting movie memorabilia
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Social Media Habits: Active on Instagram and TikTok, follows horror movie accounts and creators
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Gaming Experience: Casual board gamer, enjoys party games with friends
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Personality: Witty, dark sense of humor, creative
Sarah loves all things horror, from classic slashers to modern psychological thrillers. She appreciates clever references to horror tropes and enjoys sharing her favorite movie quotes on social media. She’s always looking for new ways to engage with horror content and would be excited about a game that combines her love for the genre with social interaction.
Improv Comedy Performer: Alex
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Age: 35
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Occupation: Software developer
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Interests: Discovering and backing unique tabletop games on Kickstarter, organizing game nights, discussing game mechanics online
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Social Media Habits: Active on Instagram, following board game creators and reviewers; participates in tabletop gaming forums
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Gaming Experience: Extensive knowledge of board games and card games, always looking for innovative mechanics
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Personality: Analytical, enthusiastic about new concepts, enjoys social gaming experiences
Marcus is always on the lookout for the next big thing in tabletop gaming. He appreciates games that bring something new to the table and offer replayability. The combination of horror and comedy in a card game format intrigues him, and he’s likely to back the Kickstarter after researching the game’s mechanics and unique selling points. Marcus would be interested in the game’s potential for creating memorable gaming experiences with his friends.
Indie Game Collector: Marcus
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Age: 35
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Occupation: Software developer
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Interests: Discovering and backing unique tabletop games on Kickstarter, organizing game nights, discussing game mechanics online
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Social Media Habits: Active on Instagram, following board game creators and reviewers; participates in tabletop gaming forums
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Gaming Experience: Extensive knowledge of board games and card games, always looking for innovative mechanics
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Personality: Analytical, enthusiastic about new concepts, enjoys social gaming experiences
Marcus is always on the lookout for the next big thing in tabletop gaming. He appreciates games that bring something new to the table and offer replayability. The combination of horror and comedy in a card game format intrigues him, and he’s likely to back the Kickstarter after researching the game’s mechanics and unique selling points. Marcus would be interested in the game’s potential for creating memorable gaming experiences with his friends.
Step Two: Develop Comprehensive Pre- and Post-Launch Strategy
Client Testimonial
“Working with this incredible woman has been an absolute pleasure. Not only is her website hauntingly beautiful and thoughtfully crafted, but her professional support has been outstanding. She’s polite, detail-oriented, and her guidance has been instrumental in helping me shape effective marketing strategies. What truly sets her apart, though, is the ease and kindness she brings to every interaction. She’s a rare blend of creativity, professionalism, and warmth—and I couldn’t recommend her more highly.”
Duane, Creator, Words to Live By
