KINGDOM HEARTS
The marketing campaigns for KINGDOM HEARTS successfully harnessed the emotional connection fans have to the franchise, utilizing strategic segmentation, dynamic content, and thoughtful design to drive engagement.
ROLES AND RESPONSIBILITIES
Roles: CRM Marketing Design Manager, Lifecycle Marketing
Client: SQUARE ENIX, Walt Disney Company
Channels: Email, In-App Placements, Web.
NOTABLE PROJECTS
KINGDOM HEARTS HD 1.5 + 2.5 ReMIX
KINGDOM HEARTS HD 2.8 Final Chapter Prologue
KINGDOM HEARTS III
KINGDOM HEARTS III Re Mind
KINGDOM HEARTS All-in-One Package
KINGDOM HEARTS: Melody of Memory
KINGDOM HEARTS Orchestra -World Tour-
CASE STUDY
Overview
The KINGDOM HEARTS franchise is known for its unique blend of Disney characters and FINAL FANTASY elements, creating a beloved action RPG series that has captivated audiences for nearly two decades. As the campaign manager for all email marketing for KINGDOM HEARTS, my role was to create targeted campaigns that would excite both dedicated fans and newcomers, keeping them engaged with new releases, special editions, and events.
Objectives
Given the broad appeal of KINGDOM HEARTS, we segmented the audience based on their interaction with the franchise. Our email campaigns were driven by major milestones in the KINGDOM HEARTS franchise, including new game releases, remastered editions, and special music events. The strategy focused on creating a strong emotional connection to the franchise, leveraging its core characters and iconic moments.
Challenge
KINGDOM HEARTS has an incredibly loyal and passionate fanbase that spans multiple generations, from those who played the original game in 2002 to younger players discovering the series for the first time. The franchise’s complex storylines and connections across various media formats presented both an opportunity and a challenge: how to present new game releases, remixes, and spin-offs in a way that made sense for all fans. Additionally, many players had a strong attachment to the characters and music, which needed to be a focal point in our email marketing campaigns.
Results
Strong Engagement: The email marketing campaigns consistently delivered high open and click-through rates, particularly during key game releases and live concert promotions. Fans responded enthusiastically to personalized content, which contributed to strong pre-order sales and merchandise conversions.
Increased Game Sales: The KINGDOM HEARTS III campaign, as well as remastered editions, saw substantial growth in pre-orders and launch-day sales, driven by a combination of nostalgic messaging and exclusive in-game content offers.
Concert Attendance: The KINGDOM HEARTS Orchestra email campaigns played a crucial role in promoting ticket sales, with many shows selling out within days of email promotions. Fans appreciated the combination of iconic music and exclusive concert experiences.