SQUARE ENIX MUSIC
The marketing campaigns for SQUARE ENIX MUSIC were instrumental in driving sales, concert attendance, and overall brand engagement. By strategically segmenting our audience and delivering tailored content, we were able to create a personal connection with fans who were passionate about the music of their favorite games.
ROLES AND RESPONSIBILITIES
Roles: CRM Marketing Design Manager, Lifecycle Marketing
Client: SQUARE ENIX
Channels: Email, In-App Placements, Web.
NOTABLE PROJECTS
Distant Worlds: Music from FINAL FANTASY
A New World: intimate music from FINAL FANTASY
FINAL FANTASY VII REMAKE Orchestra World Tour
NieR:Orchestra Concert
Chillhop x FINAL FANTASY EXVIUS UNIVERSE
CASE STUDY
Overview
SQUARE ENIX MUSIC is a division dedicated to the distribution and promotion of iconic video game soundtracks, including those from the FINAL FANTASY, KINGDOM HEARTS, and DRAGON QUEST series. These soundtracks are beloved by fans for their emotional resonance and rich orchestration. As the campaign manager for all email marketing for SQUARE ENIX MUSIC, I played a pivotal role in building and sustaining engagement with this passionate audience.
Objectives
A key part of our strategy was understanding the varied interests of our audience and segmenting the email list accordingly. By segmenting the list this way, we could send targeted emails that promoted the right products to the right people. For example, a die-hard FINAL FANTASY fan would receive updates on soundtrack releases, while collectors would be informed of limited-edition items or vinyl reissues. We employed A/B testing across subject lines, email layouts, and calls-to-action to continually improve open rates and conversions. We tested different formats for announcing releases, such as leading with composer stories versus focusing on special offers like early access to digital tracks. This helped us fine-tune our strategy for different fan segments.
Challenge
The primary challenge with SQUARE ENIX MUSIC was managing a diverse catalog that spanned multiple game series and appealing to a wide audience, from hardcore fans of specific franchises to general music lovers who appreciated orchestral video game scores. Our marketing efforts needed to highlight the uniqueness of each release, while also promoting the overarching SQUARE ENIX MUSIC brand.
Results
The email campaigns consistently delivered strong open rates and click-through rates, especially for limited-edition promotions and live event announcements. Our use of targeted, personalized content meant that fans were receiving emails relevant to their specific interests. The combination of high-quality design, effective localization, and targeted re-engagement efforts helped solidify SQUARE ENIX MUSIC’s position as a leader in video game music.