CHALLENGES

Sign off time

SIGN OFF TIME

A major challenge was getting a piece of content from conception through to delivery in under two hours!

Sentiment

INCREASED SENTIMENT

The channels were being used for support and feedback, so increasing sentiment and focus was important.

Organic

ORGANIC REACH

To create innovative social content that increases brand awareness, specifically around national events and moments.

Fallout

SIGN OFF TIME IN UNDER TWO HOURS!

In order to make an impact with reactive content, an ambitious two hour turn around time for all stakeholders to sign off was implemented. Rawnet Digital Strategists and Content Planners would monitor all social platforms, news feeds and influencer channels throughout the week to identify topics that were suitable for the PlayStation UK audience.

The solution

A bespoke content management system was created. When a piece of content is created and uploaded from Rawnet to the system, multiple stakeholders then receive an email alert. Via either the system or an email reply, that user can leave feedback, approve or reject content quickly. This allows them to view amends from all team members, all in one place, removing the need for a large email chain.

Once a piece of content had been approved, the artwork was downloaded instantly and uploaded to the desired social platform in the correct format, again saving valuable time, and ensuring the content was truly real time.

Screenshot

RESULTS Metal Gear Solid Week Campaign

Content created over a week to celebrate the launch of MGS V. The content was later picked up and retweeted by HIDEO KOJIMA the game's creator increasing organic reach considerably. Below are some of the results.

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NEW FOLLOWERS

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IMPRESSIONS

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POSITIVE SENTIMENT

RESULTS 20th Anniversary at E3

In PlayStation’s 20th anniversary year, we built hype around the biggest gaming expo in the industry. Below are some of the results.

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IMPRESSIONS

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POSITIVE SENTIMENT

Lion

STYLE OF CONTENT

The flexibility that social channels such as Facebook and Twitter offer when it comes to content type meant that we could embrace formats like GIF's and Video to make substantial impact. Our focus was always to deliver content that went above and beyond the traditional static imagery that is so frequently seen.

GIFs were created to demonstrate snippets of game footage, or highlight moments of nostalgia. They were used to tell stories, pack in more content but ultimately improve engagement.

Illustration - Using Rawnet’s in-house illustration team to provide bespoke artwork proved to be one of the most successful investments.

Twitter cards

Working with Rawnet helps us maintain focus on channels that are important to us, and together we are really proud of the content and channels we now have.