My work on Xbox social saw a +139% increase in new followers and a +494% increase in engagement in 2017. On Instagram Stories, the final count for H1 FY18 was over 35 million for impressions and over 163,000 clicks. Per frame impressions and completion rates increased steadily as well, gaining +5% month over month. The approach established in 2017 has paved the way for Xbox’s content in 2018, with creative photography at the forefront of Xbox social’s success.
Nobody is lining up outside the Microsoft Store because they love a plastic rectangle; they’re lined up because they love where it can take them. I brought those awesome worlds to life, letting hardware take the role of the Hero and bridge the connection between game and gear. Premium product photos helped humanize hardware for social. Instead of zeroing in on product form, I put the focus on product personality. Bright colors, dynamic backgrounds, and human hands told stories that went beyond sterile store shelves, and gamers responded. Controller posts on Instagram were taking engagement levels to new heights.
Color Day? On it. Star Wars Day? Punch it, Chewie. With fresh photography for its favorite e-holidays, Xbox turned trending hashtags into another reason to celebrate gaming. Combine that with support for other trending events in entertainment such as The Walking Dead, Comic Con, and Game Of Thrones, my unique use of Xbox branded hardware brought these combined worlds to life.
Xbox continued to blend in-game and IRL by bringing hardware into posts for its games. Each asset for first and third party games help further strengthen the association of fan favorite titles with Xbox. From set-designs of a war-torn European world for Call of Duty to matte paintings for Resident Evil 7, I made sure our posts were not only beneficial to the publishers, but to the brand aswell.
Hand-painted Easter eggs and PUBG-themed stockings were just some of Xbox’s holiday successes. Even Fall fell in with its foliage-themed controllers, pushing viewers to explore the Xbox Design Lab.