LaunchedaBrandNewZenimaxStudiosIP,TheElderScrollsOnline,fromtheGroundUp
Our omnichannel direct response strategy for The Elder Scrolls Online transformed a new MMO into a thriving community, achieving a 150% decrease in cost per acquisition and near-instant response rates on Facebook.
Our campaign for The Elder Scrolls Online marked a new chapter for ZeniMax Studios that would take a new MMO title and turn it into a thriving, fan-driven universe. From activation, it was clear this wasn't just about acquiring players. It was about building a community.
Tasked with introducing a brand-new IP to an audience of RPG veterans and MMO newcomers, our team executed an omnichannel direct response strategy. Using CRM data and in-game touchpoints, we served hyper-targeted creative across social, accompanied by ads that spoke directly to where each player was in their ESO journey.
As a result, media was attributed to a 150% drop in cost per acquisition, a response rate on Facebook from 24 hours to near-instant, and a pipeline of top-performing creative—each piece A/B tested and tailored to a specific segment of the community.