To reach Discor's target audience, Carburant Agency developed a 5-axis strategy based on a solid understanding of Gen Z's preferences and habits. Sports, anime, video games, and music were highlighted, four themes that strongly resonate with this generation.
A TV spot in motion design was created for the brand awareness campaign launch. Under the claim "Go Discord", we opted for a fluid and dynamic animation to match the codes of Anime (Japanese animation). Our message is a call to inclusion and sharing, as on Discord, people come together around common passions - a mission accomplished.
A 360° media plan was implemented, with a 70% digital and 30% print activation. We know that Gen Z is ultra-connected, from social media to YouTube and Twitch, as well as streaming and replay platforms. Our strategy therefore focused on online, without forgetting offline, with high-impact activations in the Paris metro at Gare Saint-Lazare and in four major French cities, targeting Gen Z in their daily routine.
A powerful community strategy was implemented through the Thumb Stop Creative Lab on Instagram, TikTok, and X, Gen Z's preferred social networks. And it's safe to say that Gen Z responded, with over 150,000 subscribers recruited in just 4 months.
IRL activations were organized to connect Gen Z with the brand. Discord thus became a partner of the first Pop Corn Festival, LFL Days (League of Legends/Riot Games competition), and Paris Games Week, with a dedicated stand. In parallel, a student program around the Student Hub (a service dedicated to students on Discord) was also launched, both online and on-site, with 20 campuses activated, including 4 business school campuses.
All these activations were supported by a mobile acquisition campaign, including App Store Optimization and the creation of specific assets. This allowed us to transform the branding efforts made during this period.
Thanks to this 360° strategy, Discord achieved a spectacular result: a 2% lift in active users, according to Statista.com. This result proves the effectiveness of our accompaniment and our mastery of Gen Z's usage habits.
This accompaniment enabled the agency to develop its skills and knowledge of Discord and Gen Z's usage habits. Today, ultra-communities are becoming strategic targets for brands, and we're talking about it right here.
Communities, Creative Production
Buzz kits, key tools in influencer marketing, offer an immersive experience to content creators. Generating higher engagement than traditional ads, they transform influencers into brand ambassadors. The agency has proven their effectiveness with kits for popular video games, demonstrating their power to create viral buzz and reach Gen Z and gamers.
Communities
In 2024, TikTok is no longer just an entertainment platform, but also a genuine search engine for Generation Z. This evolution marks a significant change in how young consumers search for and consume information.
Creative Production, Advertising
There's a good reason why Square Enix entrusted Carburant with their blockbuster game, Final Fantasy.
Communities
The Rise of Fandoms Fandoms are communities of individuals who share a fervent passion for a particular brand, product, or cultural phenomenon. These communities are characterized by their intense emotional investment, their desire to connect with like-minded individuals, and their willingness to advocate for the objects of their affection.
Communities
In a World Where Brands on Social Media Focus on Content, What About Brand Positioning on Ultra-Community Platforms?
L'ère numérique a transformé la façon dont nous communiquons, travaillons, ainsi que la manière dont nous nous divertissons depuis les 4 dernières décennies.
