Social Media, Content Creation and UGC
Leveling up engagement for
Cooler Master
During the COVID-19 pandemic, Cooler Master sought to deepen engagement with its target audience by expanding its social media presence and increasing their current channels output. With a focus on X [formally Twitter] and TikTok, I led the ideation and creation of compelling content that not only informed but entertained, resulting in viral success.
The Challenge
With lockdowns in place across europe, online gaming and PC building surged, presenting a unique opportunity for brands in the tech space. Cooler Master aimed to capitalize on this trend but lacked a strong TikTok presence and wanted to boost engagement across platforms. The challenge was to create content that resonated deeply with the gaming community while staying authentic to the brand.
Putting the audience first
With competitor brands pushing sales heavy messaging, I took an audience first approach; Creating content that PC gamers would naturally gravitate towards, blending niche humorous tech and gaming-related content alongside informational and educational videos, we tapped into the core interests of the audience with cooler master products at the core of each piece of video content.
To ensure I continued to engage with Cooler Masters core audience authentically, I tracked and engaged with relevant trends to keep the brand culturally relevant and relatable. Repurposing long-form content into digestible, short-form formats which allowed us to meet the audience where they were—favoring quick, impactful content. Encouraging user-generated content (UGC) helped foster a sense of community and increased organic reach by spotlighting the audience's creativity and involvement. On X, I leaned into memes, product tips, and interactive posts to spark conversation / promote engagement and reinforce the brand’s personality, while TikTok became a hub for relatable gaming scenarios, exaggerated product demonstrations that entertained and informational/educational content.
Content Highlights
Behind-the-Scenes Stress Testing
An educational short form video showing how Cooler Master stress tests its mice resonated with the audience by offering transparency and insider insights to a tech-savvy community whilst increasing consumers trust in their products. The engaging format and exclusivity of the content drove significant engagement.
1.5 Million Views
Protected from spillages
To highlight the durability of a product, I exaggerated a real-world use-case by showcasing its waterproof capabilities. The content was both relateable, and surprising, mixing humor, shock factor in a practical demonstration captured the audience’s attention, driving virality and engagement.