Case Studies
Case Study 1 | TIKTOK TRIVIA LIVE GAME SHOW
PROBLEM
To enhance visibility and establish itself as a premier platform for livestreaming, TikTok collaborated with Lionsgate to launch an innovative promotional campaign for "John Wick: Chapter 4" via a live interactive game show. TikTok entrusted in Richard to build a multi-million dollar campaign to engage both the TikTok community and outsiders who were fans of the John Wick Franchise. However, this ambitious project required a comprehensive marketing strategy, rigorous testing to manage the surge of participants, and a dedicated team comprising video production experts and tech developers to ensure successful execution and completion.
SOLUTION
Richard directed his team to develop an English-language test campaign in the Philippines, where they leveraged community-driven marketing to organically promote their initiative. Their objective was to attract 1 million viewers to a continuous livestream, enabling each participant to interact and potentially win real digital cash prizes. After a month of intensive marketing and three days of live game show trials, their success metrics confirmed that their marketing and production strategies were effective. Encouraged by these results, they set a new target of reaching 2 million unique viewer installations for the upcoming U.S. campaign.
RESULT
The result was an extensively publicized five-day event, driven by Richard’s teams’ strategic marketing efforts, successfully attracting over 30 million viewers with the opening livestreamed game show alone garnering more than 9 million views. This achievement not only spurred over 5 million unique downloads of the TikTok platform but also significantly boosted theater attendance for "John Wick: Chapter 4," drawing action film enthusiasts in large numbers.
Case Study 2 | TIKTOK GARDEN OF GOOD CAMPAIGN
PROBLEM
Many homeless individuals struggle to find sufficient food, a critical issue that requires innovative solutions. Recognizing this, Richard’s team sought to leverage TikTok’s gaming division's capabilities to address the pressing need for effective fundraising methods that engage a wide audience and generate substantial support for food relief efforts.
SOLUTION
To tackle this challenge, Richard led the marketing efforts for a partnership with Feeding America, called "Garden of Good." This project involved creating an interactive game where players could virtually grow plants by making in-game purchases. Richard spearheaded the marketing efforts by devising a strategic plan and developing impactful advertisements aimed at maximizing participation and awareness by focusing efforts on an influencer campaign paired with docu-style ads. The premise was simple yet powerful: the more players engaged with the game and grew their digital gardens, the more real-world funds would be directed towards feeding the homeless.
RESULT
The initiative proved to be a success, as it not only raised awareness about the plight of the homeless but also generated millions of dollars to feed the homeless. Through the innovative approach of converting virtual gardening into real monetary contributions, Richard managed to engage a broad audience, thereby increasing the impact of our contributions and spreading awareness on TikTok, promoting a different type of community within the platform.
Case Study 3 | FATHEAD CLAY MATTHEWS COMMERCIAL
PROBLEM
With the start of the NFL season looming, Clay Matthews moved the LA commercial shoot at the 11th hour to Green Bay. The challenge — there were no operational sound stages in all of Green Bay and the nearest one (in Milwaukee) was being utilized by another crew for the Aaron Rogers x State Farm Discount Double Check commercial.
SOLUTION
After investigating local warehouses for size and sound absorption, Richard discovered a soundstage at a local university that had been shut down for almost 3 years. The power grid was busted and the place was being used for storage. So he convinced the school to reopen the space and hired a team to clear the space and run power from generators and additional power units a football field away.
RESULT
This award-winning commercial was so successful that it ran on broadcast television across ESPN and additional networks spanning more than a year of airplay. This commercial launched an entire Fathead campaign with Clay Matthews as the star, breaking out of his "Fathead" into real spaces.
Case Study 4 | LIVEME TIMES SQUARE BILLBOARD CAMPAIGN
PROBLEM
The LiveMe team had a limited budget and less than a month for a prepaid 360 degree marketing campaign to be seen by millions of visitors in NYC. The campaign included digital billboards, static poster art in various subway station locations, and live performances in subway stations and at Grand Central Station.
SOLUTION
Richard defined a concept and strategy that gathered spotlight-hungry influencers and their in-house team of videographers, photographers, editors, and designers to create marketing assets. Working with ABC Creative, Richard married moving and still images with graphics for the billboards. He sourced local NYC videographers and partnered with the NUE Agency for the live event ground logistics.
RESULT
The success of this campaign that resulted in an incremental 50,000 installs for the week of the billboards and live events led Richard’s team to win the prestigious 24th Annual Communicator Award for their marketing efforts.