Intel had recently acquired a newsletter audience of hundreds of thousands of subscribers and wanted guidance on how to best engage and nurture that audience into a gaming community.
What We Did
We interviewed current and prospective newsletter readers about their media and reading habits, particularly around hardware and video game news. We then ran a survey in our target gaming profile to develop detailed personas of our target audiences.
Once we understood our audience, we assessed the competition to pinpoint what Intel’s unique take should be for their newsletter audience – their hardware expertise and their access to game developers.
What They Got
Through our audience research, we determined a set of personas to target, and we developed three creative directions for the newsletter. Once a direction was picked, we created a style guide and distribution plan to interconnect their gaming assets.
We developed an editorial pipeline to manage the process of content delivery, and regularly develop reports on newsletter performance for future optimization.
The Intel Gaming Newsletter grew from over 400% over the course of 18 months.