THE GOAL: A SUPERBLOOM OF SOCIAL CONTENT.
For the first time ever, Nintendo's delightful flowery friends were coming to phones — but instead of exploring unknown planets, they'd now help us explore our own through the simple act of walking.
But just as a flower needs support and care to grow, so too does an IP looking to take root and expand into a new ecosystem.
Tasked with, ahem, growing the game’s reach and engagement on social, we knew we needed only the best (gardening) tools for the job — that meant focusing on the following goals:
- 1) Emphasize as a socially-led walking experience best shared with friends
- 2) Engage fans with insightful guides that even core players can learn from
- 3) Lean into themes of health and wellness to activate fans in new ways
The end result: over 16 weeks of social content that helped cement Pikmin Bloom’s place as an entirely unique social walking game for fans of all ages.
Client Niantic Inc.
Project Pikmin Bloom Social
What We Did
- Social Strategy + Ideation
- Social Campaign + Engagement
- IG Story
- Graphic Content
- Video Content
A LOVE STORY
One of Pikmin Bloom's core goals is connecting individuals who complete walking tasks together — no matter how far apart they might be. We built a "Love Story" beat around this concept, telling a short story of two individuals who not only complete a Walking Challenge together but also use gameplay features to send an extra special message of love.
HOW TO VIDEOS
To help Pikmin Bloom's audience flourish and bloom, we created a series of short-form "How To" videos that highlighted key elements of the gameplay that players both new and old could learn from. Not only did this help on-board new players, but helped educate lapsed or returning players on new functionalities they might have missed.
Secondary to connecting people across distances — but still a core value of Pikmin Bloom — was encouraging a healthy, mindful life. Our "Take a Breath" Instagram Story epitomized the latter by asking viewers to simply stop and breathe for 15 seconds, giving them a brief but important moment of relaxation wherever they may be.
HEALTH AND WELLNESS
When it came to encouraging healthy lives, we used a little wordplay with our players by introducing the world's first "Train-er." Yes, this themed Pikmin train served as a personal train-er! On social, the little train-er took users through a variety of tips and tricks, helping educate on ways we can all incorporate wellness into our lives, in and out of the game.
Continuing the vein of health and wellness, our Snackable Content series regularly provided a set of healthy, unique recipes for fans to try — ideally before a long walk in-game. Best of all, each Snackable Content was tied to that month's featured in-game flower!