Generating +145% Monthly User Growth For An Online eSports Platform
Updated: Mar 11
*Due to client confidentiality, the identity of the company cannot be shared in this case study.
Overview
An online eSports tournaments platform had the ultimate goal to grow its user base of gamers. The brand also wanted to expand its reach and build a community of engaged eSports enthusiasts.
As the digital marketing lead in this project, my mission was to create a solid strategic plan to help the brand gain visibility among the target and ultimately drive user sign-ups through social media.
Approach
My first step in this project was to dive into in-depth research of the industry and target audience. Through a market, customer and competitive analysis, I was able to have a better understanding of the industry benchmarks and how to effectively communicate with the gaming audience.
The approach I utilized for this brand's strategy involved three main pillars:
Creating organic engaging & highly-shareable social media content to generate brand awareness among the target market.
Partner with influencers in the eSports niche to leverage reach, visibility and user sign-ups.
Run paid social ads focused on boosting content distribution, website traffic and conversions.
As the lead in this project, I was responsible for all content creation and social management tasks – from content calendar planning (daily posts on Facebook and Instagram) and hashtag research to social outreach and community engagement.
Results
The brand saw remarkable growth on Facebook and Instagram due to consistent efforts. By the end of the first project iteration, the Facebook page reached almost 1M monthly visitors.
The paid social strategy also brought outstanding results for the brand. Some of the content distribution ads had cost-per-result numbers as low as $0.00. See below some of the analytics from social media ads (campaign goals: engagement and traffic).
All of that buzz generated on social media reflected on the traffic and conversions on the website. In one month, there was a 145% increase in users sign-ups (ultimate goal) and the conversion rate was 85.7% higher, going from 2.2% to 4.08%
In 3 months, the website referral traffic from social media had a steady growth of 554.21% in users and sessions increased by 444.42% (compared to the previous period).
