BIG Games
Marketing case study
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The challenge
BIG Games is the indie game studio behind several massively popular Roblox games, including Pet Simulator 99. Combined, their suite of games has 40 million active users! After years of success, in 2024, the BIG Games team decided to launch a line of cute and cuddly plushies based on pet characters from the game.
While they weren't concerned about Pet Simulator Merchandise becoming a big hit with their current supportive fan base of Roblox gamers, they were stepping foot into new territory. They needed to reach completely new markets to grow their IP and customer base. For that, they needed an agency that knew plushie marketing well. (That's us!)
The services
Digital Mindmap
Creative Mindmap
Roadmap
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Social Media Management
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Social Media Advertising
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Content & Collateral Development
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Search Advertising
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Content Shoot
Influencer Management
The results
When we started working with BIG Games, their parameters for success were pretty clear: they wanted a 4x ROAS on Google Ads. Though we aren't a performance marketing agency, we knew our top-of-funnel efforts would support their goals. And we were right! By the end of our partnership, EMB had launched a variety of strategic campaigns and campaign types, including Display, Search, Performance Max and Shopping advertising, amassing over 1.5 million clicks with an average ROAS of 4.08x. (Cha-ching! Goal met.)
On social media, we grew Pet Simulator Merchandise’s social following on Facebook, Instagram, and TikTok by 425.64%, 47.34%, 6,417.39% and 44.05%, respectively. Our team also published many high-performing social ad campaigns reaching over 2,171,761 users with an average CPC of $0.48. This included a promotional mailer campaign that encouraged customers to create UGC.
EMB also planned and executed a one-day photo and video shoot that generated a quarter’s worth of social media and advertising content. Plus, we conducted an organic, direct influencer campaign and managed to connect their team with a powerful influencer network that shipped their products to hundreds of micro and nano influencers.
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We’re no strangers to elevating plushie brands. In fact, BIG Games came to us because they found out that we were the ones who brought Squishmallows to the masses.