Resources

Carburant
Carburant
Tue, Jul 2, 2024
Why has Final Fantasy XIV remained on the podium of most-played video games for over 10 years?
Creative Production, Advertising

Why has Final Fantasy XIV remained on the podium of most-played video games for over 10 years?

Why has Final Fantasy XIV remained on the podium of most-played video games for over 10 years?

Final Fantasy XIV (FFXIV) is an MMORPG from publisher SQUARE ENIX, a massively multiplayer game whose direct competitor is none other than World of Warcraft (WoW). Like WoW, FFXIV is a game that connects generations, with each new expansion allowing new players to join a community that has existed and grown for 11 years, since the launch of FFXIV: A Realm Reborn. The game immerses players in a rich and immersive fantasy world, where everyone can forge their own destiny through thrilling quests and epic strategic battles. Its ability to gather millions of players around online events demonstrates the power of live and social content in this highly competitive industry. FFXIV is a perfect example of how a game can transcend generations while remaining deeply rooted in current trends.

From awareness to conversion, from paid social to TV!

Today, the Advertising team advises and manages media buying for FFXIV. It all started with Facebook campaigns in 2013 and then expanded to new digital media territories. Now, thanks to our approach focused on acquisition and retention, we activate the entire paid media portfolio available in 2024 according to key moments. At the heart of this media ecosystem, paid social remains key due to its massive audiences and the constant evolution of platforms in terms of format innovation. Audio and TV are not left behind but are only purchased programmatically to efficiently manage these broadcast spaces - goodbye GRP, hello CPM!

 

From France to South Africa, our campaigns know no borders.

Since 2013, the agency has supported various game expansions, from Heavensward (2015), Stormblood (2017), through Shadowbringers (2019) and Endwalker (2021), up to this year's expansion with Dawntrail. Each of these expansions brings new media levers and new territories. Each expansion is a challenge for the media team to find the most effective broadcast spaces based on community and media affinities in each country covered by our campaigns in France, Benelux, Italy, Spain, Portugal, and South Africa!

 

THE CAMPFIRE: A Live-action Campaign in 5 languages to support acquisition and winback campaigns.

Who better than Carburant to propose, create, and implement an Evergreen campaign for this game that our media teams know perfectly? To this end, in early 2023, the agency produced and directed a marketing campaign, The Campfire, for social media and digital platforms with 4 spots targeting different player typologies. Our knowledge of media levers combined with the agency's creative direction allowed us to produce a campaign that touched the hearts of both old and new players. Advertising creation is the agency's DNA, and other clients have benefited from our approach, such as Discord, Ubisoft, PARIS 2024 via OnLocation, and Delcourt, among others.

What's next?

The media ecosystem is in perpetual motion, and we remain on the lookout for the latest innovations and regulations. For example, the end of cookies announced by Google for several years will not happen before the end of 2025, still leaving good days ahead for historical digital media. However, new players are already knocking on advertisers' doors, streaming platforms with Twitch leading the way, accompanied by YouTube. Gaming actors, particularly Roblox, Fortnite, and Minecraft, are new levers to consider. Roblox has just opened its platform to media buying so that tomorrow you can broadcast your spot and marketing campaigns directly in the heart of gaming sessions for millions of players.

We will return in more detail to these new opportunities in a future article to explore the benefits of this new approach to conquer Generation Z and Alpha.

Entrust your future creative and media campaign to specialists!

Is the creative message and distribution of your spots and other advertising formats one of your future marketing challenges?

Let's talk and exchange ideas together to build a memorable and high-performing marketing campaign.

 

Buzz Kits: The Essential Tool for Brands Seeking Significant Impact with Gen Z

Communities, Creative Production

Buzz Kits: The Essential Tool for Brands Seeking Significant Impact with Gen Z

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.

Carburant
Carburant
Tue, Jul 16, 2024
Gen Z skips Google: TikTok, the new search reflex

Communities

Gen Z skips Google: TikTok, the new search reflex

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.

Carburant
Carburant
Wed, Jul 10, 2024
Fandom, understanding the phenomenon and successfully integrating it into your marketing strategy.

Communities

Fandom, understanding the phenomenon and successfully integrating it into your marketing strategy.

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.

Carburant
Carburant
Wed, Jun 26, 2024
How the preferred messaging service of Gen Z increased its active users by 2% in 4 months

Communities, Creative Production, Advertising

How the preferred messaging service of Gen Z increased its active users by 2% in 4 months

Discord increases active users by 2% in just 4 months with a 360° strategy targeting Gen Z

Carburant
Carburant
Fri, May 3, 2024
The Importance of Ultra Communities on Reddit and Discord for Brands

Communities

The Importance of Ultra Communities on Reddit and Discord for Brands

In a World Where Brands on Social Media Focus on Content, What About Brand Positioning on Ultra-Community Platforms?

Carburant
Carburant
Thu, Feb 29, 2024
La gen z prend une pause

La gen z prend une pause

L'ère numérique a transformé la façon dont nous communiquons, travaillons, ainsi que la manière dont nous nous divertissons depuis les 4 dernières décennies.

Lina Lachgar Jamet
Lina Lachgar Jamet
Wed, Sep 20, 2023