Earning Cultural Relevance with Gamers
Turned a value TV brand into a credible choice for gamers through a co-branded Call of Duty® partnership that connected TCL's gaming performance to one of the world's biggest franchises.
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TCL was growing fast, but its reputation was built on value, not performance. Younger buyers, especially gamers, saw premium brands as the default for serious play. TCL's TVs had the features gamers care about—low input lag, high refresh rates, auto game mode—but the brand lacked the cultural credibility to make that case on its own.
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We borrowed credibility from the culture gamers already trusted.
Partner with the franchise, not just advertise near it. A co-branded Call of Duty® partnership spanned multiple title releases and esports seasons, putting TCL inside the game's biggest release window.
Lead with performance proof. Creative showed TCL's gaming features through gameplay, so the message was something gamers could see.
Extend through voices gamers follow. Athlete and creator influencers carried the partnership into social channels where younger audiences spend their time.
Close the loop at retail. Co-branded retail media, A+ content, and PDP updates on Amazon and Walmart turned launch attention into purchases.
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I led the digital and retail media strategy with my team at TCL, working alongside the partner's licensing team.
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Delivered some of TCL’s highest engagement and return on ad spend on record through co-branded Call of Duty® campaigns
Drove TCL’s largest year-over-year brand awareness gains among consumers under 35, according to annual brand tracking
Elevated gaming performance across brand and product marketing, helping TCL’s gaming TVs earn “Best Gaming TV” recognition from top-tier outlets including IGN, Popular Science, RTINGS, and Wirecutter