Game Marketing Case Study
SENNHEISER CAMPAIGN
Sennheiser is a global leader in premium audio solutions, trusted by creators, professionals, and gamers for exceptional sound quality and innovation.
To strengthen its presence in China’s fast-growing gaming market, the brand sought the help of Sekkei Digital Group to execute multi-platform campaigns combining social media activation, KOL partnerships, and an O2O strategy designed to expand local community reach and build brand affinity among Chinese gamers.
The Challenge
Sennheiser faced the challenge of increasing visibility in a digital ecosystem dominated by domestic competitors and fast-moving trends. The brand needed to strengthen its presence on platforms like WeChat, Weibo, Douyu, and Bilibili, while also encouraging in-depth user engagement, product understanding, and follower growth.
Our Solutions
We developed a game marketing strategy in China leveraging KOLs, gaming platforms, and social media content to reach both broad and niche audiences through livestreams and O2O campaigns.
Social Media Content & Management
- Managed WeChat and Weibo with campaigns around product launches, giveaways, and gaming culture.
- Boosted visibility and engagement through shareable content.
KOL Collaborations on Bilibili and Douyu
- Worked with streamers like SiXiang and Lance to feature Sennheiser headsets through streams, unboxings, and giveaways.
- Drove strong engagement and traffic to the official WeChat account.
O2O Event Campaign
- Created an interactive Sennheiser zone at China Joy with headset testing, photo sharing, and QR-code follows.
- Generated 600+ new WeChat followers during the event.
Brand Collaborations
- Partnered with JDG (JD Gaming) on a lucky draw campaign featuring GAME ZERO headsets.
- Expanded reach among JDG’s gaming fanbase through branded content and videos.
The Results
Across social media platforms, gaming streams, and O2O activations, the campaigns delivered significant growth in visibility and engagement. Sennheiser saw a significant increase in followers on WeChat and Weibo, strong livestream viewership from KOL partners, and thousands of interactions driven by giveaways and product showcases.
+199.45%
Increase in WeChat and Weibo followers over a year
600,000+
Total campaign views on WeChat and Weibo over a year
5,500+
Total engagements on WeChat and Weibo over a year
Related Game Marketing Projects
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We launched a KOL livestream campaign on Bilibili, partnering with gaming creators to showcase Riftstorm’s co-op gameplay, combat mechanics, and visuals. Through live demonstrations and real-time interaction, the campaign built early interest ahead of the pre-alpha playtest.
We launched an influencer campaign on Xiaohongshu for Gentler Streak, partnering with fitness and lifestyle KOLs to highlight its personalized workout-tracking features. The campaign increased brand awareness, encouraged app discovery, and drove meaningful engagement among health-conscious Chinese users.
Related Services
Social Media Marketing
We support game publishers in scaling their presence across China’s top social media platforms through localized content planning and strategies. Our campaigns are built to boost brand awareness, sustain audience engagement, and nurture long-term community growth around each promoted title.
Influencer Campaigns
Our influencer marketing campaigns connect brands with strategically selected KOLs and KOCs to drive authentic visibility across China’s dynamic gaming landscape. We manage end-to-end execution, from creator sourcing to campaign performance tracking, to engage high-intent gaming audiences.
SDG Expertise in Focus
Explore Sekkei Digital Group’s recommended strategies for foreign brands executing game marketing in China.
GAME MARKETING IN CHINA FOR FOREIGN IPS & PUBLISHERS
China’s gaming audience discovers titles through short videos, livestreams, search, and fan communities before committing to play. Built around these behaviors, we help foreign publishers activate campaigns on channels like Douyin, Bilibili, WeChat, and Weibo to drive installs, sustained engagement, and long-term player activity.
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