Growth-Focused Content Strategy
I led a cross-functional team of merchandisers, designers, copywriters, traders, and marketers to design a new section on the store called “Discover” (now Collections).
The goal: increase engagement, drive clicks, and boost sales of the vaast PS4 catalogue.
Strategy
I developed a strategy that blended creative storytelling with data-driven insights, balancing nostalgia for longtime players with excitement for new discoveries. Key tactics included:
- Infographic-style carousel highlighting milestones, editor’s picks, and user-persona tailored games
- Localized content in 15 languages adapting copy and artwork for regional audiences
- UI/UX optimization to maximize engagement and click-through rates.
Results
Engagement and click-through rates exceeded the average campaign benchmarks.
Featured back catalogue titles saw a measurable lift in sales.
Strengthened PlayStation’s brand positioning as a console “for the players”.
This project was a blend of creative storytelling and growth strategy, showing how content can drive measurable business results.
Behavioral Insights & Continues Experimentation
I applied player psychology and behavioral insights to tailor campaigns to different audiences:
- Hardcore connoisseurs: Highlighting deep-dive content and rare classics
- Couch co-op players: Emphasizing social and multiplayer experiences
- Immersive universe explorers: Showcasing expansive game worlds and narrative journeys
Working closely with copywriters and designers, I A/B tested headlines, imagery, and creative layouts to see what resonated most with each player segment, continuously iterating to maximize CTR and engagement.
