Sennheiser Gaming KOL Campaigns

KOL Marketing, Social media strategy

European Audio equipment manufacturer Sennheiser Gaming is a leader in this market, producing high-end audio equipment for video game players and professionals. China’s video game market has become a prime area of growth for Sennheiser Gaming, who undertook a campaign to promote their line of premium gaming headsets.

Gamers have access to a wider choice of games than ever before, which are concentrated into a number of very specific genres. Key opinion leaders (KOLs) are central to the gaming ecosystem, using their skills and personality to bring video games information, strategies, and news to the wider gaming market.

For Sennheiser Gaming’s products to make a splash in the China market, Chinese KOLs would be a central part of the campaign.

What We Did

Sekkei reached out to, recruited, and developed very positive relationships with KOLs, as well as the operating procedure. The KOLs were provided with exclusive products from Sennheiser Gaming, which could be limited production items or otherwise not yet available for sale in China, which would encourage the KOL to talk about their experience and promote brand awareness of Sennheiser Gaming to their fans. In some cases, Sennheiser Gaming would also supply branded merchandise to be used as giveaways on the channels through raffles, a popular marketing tactic in China.

What We did

Sekkei reached out to, recruited, and developed very positive relationships with KOLs, as well as the operating procedure. The KOLs were provided with exclusive products from Sennheiser Gaming, which could be limited production items or otherwise not yet available for sale in China, which would encourage the KOL to talk about their experience and promote brand awareness of Sennheiser Gaming to their fans. In some cases, Sennheiser Gaming would also supply branded merchandise to be used as giveaways on the channels through raffles, a popular marketing tactic in China.

KOL Campaign—SiXiang

With 1.14 million followers, gaming streamer SiXiang holds a position as one of the top gaming streamers on the Douyu live-streaming platform, SiXiang’s live streaming sessions can net anywhere from 5,000-20,000 active viewers. He also commands a strong following on Weibo and Yuba, with millions of followers and hundreds of engagements per post.

On December 8th, Sixiang posted on Weibo with an announcement that he would be using Sennheiser Gaming’s GSP 550 headphone set during a two hour streaming session of PUBG. The post was shared over 1900 times, with over a thousand comments and likes each.

This was followed up with a post a few days later on December 13th, announcing a giveaway of Sennheiser Gaming’s GSP 300. This post 1600 likes, a nearly 50% increase over the previous posting, and generated again over 1900 shares.

KOL collaboration for Sennheiser

KOL Campaign—Lance

Lance was contacted to provide Sennheiser Gaming’s presence on streaming platform Bilibili. By comparison, Lance has a smaller number of followers than SiXiang, with 55,000 followers coming to his stream per day. Nevertheless, Lance has developed a strong and authentic personal brand, and along with it an extremely devoted fanbase.

This promotion strategy has Lance wearing Sennheiser Gaming’s head-phones during his live gaming events, along with a Sennheiser Gaming product displayed on the side of the screen to generate exposures. Lance also promoted Sennheiser Gaming over his Bilibili moments. Following this, users began searching for Sennheiser Gaming’s official WeChat account, similarly increasing user conversion.

Lance also produced a number of unboxing and review videos for Sennheiser Gaming’s new headsets. These unboxing videos are quite popular; Lance’s combination humor and authenticity during these videos has endeared him to his fans. 

SDG’s work with Sennheiser Gaming: KOL Livestreaming Sessions

Results

After these campaigns, Sekkei noticed an uptick in WeChat searches for Sennheiser Gaming’s official WeChat account, showing that the conversion efforts were proving fruitful.

Sekkei’s KOL strategy for Sennheiser Gaming was a resounding success. Following these campaigns, Sennheiser Gaming’s WeChat and Weibo followers nearly doubled over a year.

+199.45%

WeChat & Weibo followers over a year

+25%

Followers on Weibo after the Campaign

+11%

Followers on Weibo after the Campaign

Related Services

WeChat Management

The Importance of WeChat

Weibo

Enhance your brand exposure with Weibo

KOL Marketing

Instill confidence in Chinese consumers

Live Streaming

Create Confidence And Conversions Together

Related Work

Localizing & Expanding Gaming Presence in China

Sekkei developed a range of strategic approaches, including an all-encompassing social media strategy to effectively promote Shadow Fight 3. Through establishing unique content, engaging with fans, and facilitating interactive competition, Sekkei had all the essential tools to fully submerge Nekki into the Chinese digital landscape.

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