Guinness World Records X Gamers Edition 2025
The brief & objectives
Our objective was to build a campaign that would captivate both young audiences and parents in the UK and US, immersing them in the world of the Guinness World Records brand and promoting the 2025 Gamers Edition.
Beyond promoting the Gamers Edition 2025, we also needed to raise awareness of the relatively unknown kids website that is kid-centric and encourages children to take part in challenges.
We had full creative freedom to outline a concept, platforms, and timeline, allowing us to build a strategic approach designed to resonate powerfully with each audience segment.
Our Strategy
Our primary strategy focused on integrating the Guinness World Records (GWR) brand into family-friendly media spaces, with a particular emphasis on the Gamers Edition 2025 book. This campaign aimed to captivate families and young audiences, build mass awareness and ultimately boosting book sales of the new Gamers Edition 2025.
Targeting both the UK and US, we launched interactive gaming ads, partnered with influencers, and leveraged YouTube to connect with our audiences. The campaign was designed in two phases: first to build awareness and then to drive conversions. We started with gaming ads, followed by YouTube activity including Shorts, and finally introduced influencer collaborations to build engagement around the book launch during half term.
Each piece of content was optimised to feel native to the platform where it appeared. We crafted our video trailers to showcase the book within the first three seconds, increasing the likelihood of capturing viewers’ attention. Consistent video themes across platforms reinforced brand recall and campaign continuity.
Results
Our in game app ads generated a total of 946K impressions, which led to 137K clicks. The US performed the best, accounting for 59% of the total impressions, as well as 74% of link clicks. The US campaign also achieved good results in terms of efficiency, with more users being compelled to visit the website with an 18% CTR compared to 9% in the UK.
Strategy and skill based apps performed the best in terms of VTR and CTR, we were able to identify what games generated the most traffic which was invaluable for guiding future activity.
Prior to launching the YouTube activity, we estimated to achieve 1.1M impressions along with 750K views, which we surpassed with 3.8M impressions in total and 1.3M views. The campaigns also achieved 2.9K clicks which is an excellent result particularly for YouTube. Engagement was strong, with 44% of total viewers watching the entire video.
If you would like to talk to us about your next campaign, drop us an email info@wearerocket.co.uk.
