Context In preparation for the release of Street Fighter V: Champion’s Edition on February 14th 2020 in the UK, Capcom briefed Biborg to plan and produce a social media campaign.

Although SFV was originally released in 2016 and has had numerous upgrades and DLC offers made available to players in the subsequent years, our challenge was to create engaging content that highlighted this edition’s features and ensure that it was being served to the right audiences.

Objectives Our main objective for this campaign was to drive awareness within the Street Fighter community as well as within look alike audiences in an effort to encourage audiences to purchase and play.

Creative / Media Solution As Street Fighter V: Champion’s Edition was released on Valentine’s Day, we recommended to run a hyper targeted social media campaign that utilised contextual creative visuals and messaging to drive awareness and potentially induce engagement from our targets.

As this was the brand’s first time experimenting with contextual creative, we recommended to run an A/B test to see if there was value in tailoring messaging and therefore also produced a generic set of videos to run alongside the Valentine’s Day videos.

All in all, the results were very positive and well received by the community and spoke to the power of calculated contextual creative during a media/cultural moment.