We identified three specific types of gamer who we believed would be interested in the game for their own unique reasons, and crafted audience personas to help us visualise who we wanted to reach and what we wanted them to think. We also set out an aspirational statement: if we imagined one single sentence that represented how we would want Hauntii to be remembered, what would it be? This aspirational statement would go on to focus our attention as we began to plot out unique selling points, elevator pitches, and key features and messages that would form the heart of our communications strategy.

With this product positioning work undertaken, we moved into planning. Moonloop, as a small micro-studio, had a limited budget but the willingness and desire to learn how to execute good marketing themselves. We crafted both a short-term and longer-term plan that would allow them to begin driving momentum – raising awareness of Hauntii through organic means, relying on the new messaging we had built together. We acted in an advisory role, walking the client through our plan and consulting on how best to execute it – leading to early coverage by the likes of Rock Paper Shotgun, and significant improvements in social media reach and engagement.