Re-establishing a famous gaming brand as the leader in the Nordics
As a global market leader in high-performance gaming peripherals and laptops, Razer has established itself as a household name amongst gamers worldwide. However, a long pause in the company’s PR efforts in the Nordics led to local brand awareness slipping. With entrenched competition in what has become an increasingly crowded market, Razer wanted to re-establish a dominating presence in the region.
Re-establish Razer as the leading brand for gamers in the Nordics
Razer’s success has seen it evolve from a company initially focused on peripherals to a comprehensive gaming lifestyle brand with a wealth of products. This includes laptops, furniture, apparel, and even a variety of cuddly products based around its official brand mascot, Sneki Snek.
Our goal was therefore not only to convince Nordic gamers to buy Razer products over its competitors, but to establish it as a market-leading lifestyle brand to a broad audience.
Razer needed an experienced partner who knew how to underscore what separates the brand from other established players. DigitalPR’s extensive experience in tech, lifestyle, and gaming, combined with its regional expertise, made us the perfect choice to execute this ambitious strategy.
Strategy
Going beyond enthusiasts using storytelling strategies focused on wide appeal
With multiple product categories, it was essential to focus not only on the gaming market, but consider a broader strategy that respected the company’s established persona. We crafted stories that focused on how Razer’s amazing hardware and design choices make a difference beyond professional gaming. Rather than just focusing on performance numbers and stats, we strived to show how choosing Razer peripherals should also be about feel and personality.
We demonstrated why being able to customize your gaming experience isn’t just a benefit for pro players, and how it can make a huge difference for everyday gamers too. Part of Razer’s strong appeal is the consistency of its brand and the feeling of being part of a community. Our messaging played to these core values, selling the experience as well as the products.
Outcome
Gaming Meets Mainstream
The campaign balanced specialist tech and gaming press with mainstream coverage, establishing Razer as the top gaming lifestyle brand in the Nordics.
309
Reviews
180000000
Impressions
4
Markets
Outcome
Exceptional coverage across specialist media and the wider press
With digitalPR’s focused efforts on telling the Razer brand story to a broad audience, we garnered huge interest in the company’s products and messages. The campaign delivered an incredible 309 reviews and achieved 180M media impressions.
The coverage was split equally between specialist tech and gaming press and mainstream media outlets, which typically don’t cover gaming-related products. Overall, digitalPR successfully repositioned Razer as the leading gaming and lifestyle brand in the Nordics, laying the foundations for future success.
“When Razer set out to strengthen its PR presence in the Nordics, we immediately reached out to digitalPR. Their wealth of expertise, professionalism, and results-focused approach made them an invaluable partner. Time and again they demonstrated a deep knowledge of our brand and products, translating this into effective PR campaigns that raised awareness and built strong media relationships across the Nordic market.”
Chris Mitchell
Senior Director of Marketing (EMEA) at Razer Inc.
How our services work
Nordic PR
Thought Leadership
Digital Marketing
Content Marketing
Influencer Marketing
Localization and Translation
Nordic PR
digitalPR is your brand’s gateway to the entire Nordic region. Through the execution of compelling and newsworthy PR and communications campaigns, we have proven success in propelling brands to the top of the news agenda. Our expert team of former, high-profile technology journalists have strong relationships with all the key B2B and consumer media, and specialize in crafting campaigns and thought-leadership stories that will grow your business.
Within every organization there are star people, whose knowledge and expertise are a cornerstone of your business success. With the right driving force, these people can become powerful advocates for your brand.And in the digital age, expertise and authenticity are major selling points that can drive sales just as much as advertising or other promotional campaigns, but only if done correctly.
Our job at digitalPR is to ensure that your star people are heard in the right media at the right time, and in the right context, so that they can shine a light on your business and its USPs.
We offer tailored digital marketing strategies across platforms from Google to TikTok, precisely aligning your goals with your target audience for optimal ROI.
Our expertise in the Nordic region allows us to customize strategies based on each country’s unique digital preferences. This sets us apart from agencies offering “one-size-fits-all” solutions.
An effective content marketing strategy must be at the heart of any digital marketing initiative. However, in order to generate high-quality traffic and leads, your brand must produce compelling, insightful content that resonates with your target audience. digitalPR is uniquely placed to supply content campaigns that convert, thanks to our expert team of former technology journalists. We will write content that demands to be read, and drive inbound traffic and leads through effective use of lead-nurturing strategies.
In a recent survey of 4000 marketing agencies, brands, and other industry professionals, 91% of respondents believed influencer marketing to be an effective form of marketing. Whether you need a one-off influencer activation or long-term partnerships with relevant, high-profile influencers in your business sector, digitalPR can ensure your brand is promoted by the right influencers, in the right way, and with measurable results.
As self-confessed language nerds, we are writers, editors and expert translators at heart. We can localize even the most complicated product content, while maintaining technical accuracy and your brand’s unique tone of voice. This ensures that your key communications material can be enjoyed in all the Nordic languages.
We know that telling a great story about your brand or product is the gateway to business success. And who better to create these stories than journalists themselves?
Digital Marketing
We offer tailored digital marketing strategies across platforms from Google to TikTok, precisely aligning your goals with your target audience for optimal ROI.
Our expertise in the Nordic region allows us to customize strategies based on each country’s unique digital preferences. This sets us apart from agencies offering “one-size-fits-all” solutions.
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