Nintendo
A Multi-Generational Strategy for the Best Handheld Gaming Franchise
ROLE
Brian Gold
SERVICES
• Brand Strategy
• Marketing Strategy
AGENCY
Deutsch LA
Brian Gold
SERVICES
• Brand Strategy
• Marketing Strategy
AGENCY
Deutsch LA
Nintendo approached us to revitalize the brand narrative for their DS and Switch product lines. I was asked to develop a strategy that would resonate with both kids and parents, laying the groundwork for future briefs, seasonal campaigns, and go-to-market launches.
This work set the foundation for a global, multi-generational strategy, ensuring Nintendo's continued success in the dynamic gaming market.
This work set the foundation for a global, multi-generational strategy, ensuring Nintendo's continued success in the dynamic gaming market.
APPROACH
As innovative as Nintendo is in the gaming industry, they’re incredibly conservative when it comes to their brand marketing campaigns. Reminding them who they are and nudging them towards a more mulit-generational approach was the real strategy.
A quote from Shigeru Miyamoto, the legendary game designer at Nintendo, perfectly encapsulates the company's philosophy of creating games for playing with friends and family in the same space:"Nintendo's mission is to create fun for people of all ages and to put smiles on their faces, whether they're playing alone, with friends, or with family. We believe that the best experiences come from playing together, in the same space, and sharing the joy of gaming."
This quote highlights Nintendo's commitment to fostering shared, in-person gaming experiences, which has been a cornerstone of their game design philosophy for decades—and as a custodian of the brand, and Nintendo kid myself, it was my duty to shepard this philolosophy through the marketing , communications, and visual language of the brand.
A quote from Shigeru Miyamoto, the legendary game designer at Nintendo, perfectly encapsulates the company's philosophy of creating games for playing with friends and family in the same space:"Nintendo's mission is to create fun for people of all ages and to put smiles on their faces, whether they're playing alone, with friends, or with family. We believe that the best experiences come from playing together, in the same space, and sharing the joy of gaming."
This quote highlights Nintendo's commitment to fostering shared, in-person gaming experiences, which has been a cornerstone of their game design philosophy for decades—and as a custodian of the brand, and Nintendo kid myself, it was my duty to shepard this philolosophy through the marketing , communications, and visual language of the brand.
RESULT
— Developed a comprehensive content strategy for Microsoft, aligning business and creative perspectives across channels while addressing inefficiencies in content production through process mapping and workflow optimization.
— Created a strategic playbook to guide Microsoft's content creation, incorporating a programming framework that enables internal and external teams to evaluate ideas against franchise and creative needs, with emphasis on the Hero, Hub, and Help model.
— Engineered a content framework designed to generate cultural power for Microsoft, shifting from corporate broadcasting to a community-first approach, while providing UX recommendations for video player improvements to enhance content discoverability and relevance.
— Conducted thorough audience segmentation and user research to develop targeted content strategies, addressing the needs of diverse user groups including students, gamers, and professionals across different Microsoft product lines.
— Implemented a strategy to empower Microsoft employees as content creators and thought leaders, leveraging their expertise to amplify brand messages and enhance recruitment through increased social media visibility, while also integrating their insights into upstream product development.
— Developed a comprehensive learning framework and measurement plan to track content effectiveness, enabling ongoing optimization of content strategy and resource allocation across Microsoft's digital ecosystem.
— Created a strategic playbook to guide Microsoft's content creation, incorporating a programming framework that enables internal and external teams to evaluate ideas against franchise and creative needs, with emphasis on the Hero, Hub, and Help model.
— Engineered a content framework designed to generate cultural power for Microsoft, shifting from corporate broadcasting to a community-first approach, while providing UX recommendations for video player improvements to enhance content discoverability and relevance.
— Conducted thorough audience segmentation and user research to develop targeted content strategies, addressing the needs of diverse user groups including students, gamers, and professionals across different Microsoft product lines.
— Implemented a strategy to empower Microsoft employees as content creators and thought leaders, leveraging their expertise to amplify brand messages and enhance recruitment through increased social media visibility, while also integrating their insights into upstream product development.
— Developed a comprehensive learning framework and measurement plan to track content effectiveness, enabling ongoing optimization of content strategy and resource allocation across Microsoft's digital ecosystem.
