Case Study - Humble Bundle

RETO MOTO digital transformation

Humble Bundle Lands in China: How to Enter the Market Successfully

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Background

Humble Bundle approached us to help market them and their monthly subscription service (Humble Choice) in China. China is a massive market for video games, so it is no surprise that Humble Bundle would want to bring their unique offering to Chinese players.

The Challenge

  • Very little local awareness of Humble Bundle
  • No localised marketing assets.
  • No local social media platforms set-up.
  • No access to local paid media platforms.
  • Needed to navigate local government approvals and provide documentation.
  • Required help with localizing their marketing content and website for Chinese customers.

The Goal

We were tasked with raising awareness of the brand especially their monthly subscription service (Humble Choice) in China and driving sales through local social and paid media platforms.

The Approach

  • We developed a comprehensive and customised China marketing plan for Humble Bundle including thorough market research specific to them, China paid and social media management, and China creative localization.
  • We helped Humble Bundle to build a more localized website approach for China.
  • We handled all government and creative approvals.
  • We provided ongoing reporting and support for all China Marketing activities.

What We Did

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China Social Media Management

  • Set up Official Humble Bundle accounts for local social media channels such as WeChat, Bilibili, and Weibo.
  • Posted daily localized posts to recruit and engage followers.
  • Created bespoke Chinese local festival campaigns such as Chinese New Year and Double-eleven shopping festival.
  • Built trust and ongoing dialog with users by quickly responding to posts and questions.

China Paid Media

  • Built a comprehensive Humble Bundle media strategy for China.
  • Utilised Search and Display campaigns to drive sales and raise brand awareness in China across all main mediums.
  • Organised China social media paid programmes to improve accounts’ follower growth, reach and post views.

China localisation

  • Consulted on creating localised copy and user experience recommendation.
  • Created localised creatives including monthly Humble Choice promotion videos, social media campaign posters, paid media creatives etc.
  • Posted in-depth articles about Humble Choice monthly games, game bundles, store sales, and game titles.

THE RESULTS

The Humble Bundle China Launch was a complete success surpassing all targets by a significant margin. The activity was subsequently extended to be an always on activity and continues to show exceptional growth and revenue as well as firmly establishing Humble Bundle as the go-to choice of Chinese PC Gamers.

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