ZOWIE

What does the target audience expect from a brand and its products?

Challenge

Navigating narrow target group needs? We’ll capture the community’s voice!

ZOWIE is known for high-quality, high-budget gaming gear optimized for players, who want to elevate their skill through the best possible mice and monitors. But what are the exact needs of their narrow target group, how do they feel about ZOWIE and what are their criteria in choosing gaming gear?

Approach

To find out the needs of the target group in the DACH region, we engaged in several forums, steered conversations, and monitored the results. Our team created valuable insights about the customer’s needs and desires and a precise understanding of the brand’s standing in the DACH community. In total, we analyzed six online communities, hundreds of threads, and thousands of comments. ZOWIE was then able to adjust its DACH marketing strategy as well as the features of its products.

During the Blast Major 2023 in Paris, ZOWIE also tried to gain worldwide attention to boost its visibility in the esports community. The company sponsored the event and engaged in a partnership series with the famous esports team Heroic. Unfortunately, the campaign produced very few results and the company needed additional support in reaching their target audience before the Major was over. We quickly jumped in and activated our network to place ZOWIE in a charity stream hosted by famous German Counter-Strike content creators. With our assistance, ZOWIE seized this opportunity and successfully integrated its brand into the event, generating substantial visibility and interest. With 46 hours streamed, and over 20.000 viewers, as well as multiple social activations throughout the stream, ZOWIE was able to reach out to its core audience in DACH. It was truly a win-win situation, as ZOWIE not only gained a significant presence in the German-speaking market but also managed to connect with its target audience on a deeper level while supporting a good cause.