Razer

Razer

Case Study
Gaming company Razer expands marketing channels globally to generate revenue growth
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Client

Razer Inc. is a gaming lifestyle brand that connects with all gamers, regardless of age, gaming genre and console, by staying true to its core values and continually delivering the best-in-class products and experiences.

Challenge

Razer was seeking aggressive growth in its Affiliate and Paid Media programs beyond what its own in-house team could support.

  • Expand affiliate program globally and pursue aggressive growth goals
  • Successfully manage both branding and performance-targeted paid media campaigns spanning 16 markets worldwide
  • Utilize technology to better optimize existing programs and improve return on ad spend (ROAS)

MarketForce Programs Engaged

Affiliate Marketing
Paid Media
Creative Services

Solution

Revamped existing affiliate and paid media programs to drive aggressive global expansion, explore new opportunities and improve program efficiency.

  • Personalized communications with top affiliates and redefined both commission and promotion strategies aligned with Razer’s goals
  • Consolidated low-performing affiliate programs and launched local programs to expand outreach globally while maintaining localization of communication
  • Incentivized affiliates with monthly affiliate-exclusive offers, unique commission plans, and performance-linked bonuses
  • Executed aggressive expansion plan to onboard new affiliates, assist active members in conversion, and reactivate affiliates who had become dormant
  • Leveraged best-in-class technology to refine bidding strategy for paid search campaigns and significantly improve return on ad spend (ROAS)
  • Deployed consistent ad copy and landing page testing, keyword mining and full utilization of ad extensions to drive continuous improvement for paid search campaigns
  • Restructured and optimized paid social and display campaigns for optimal cross-channel performance

Results

Razer’s affiliate and paid media programs grew exponentially and have contributed to dramatic increases in revenue/online store sales.

  • Year-over-year affiliate performance have increased by 39%+
  • Global affiliate program expansion to 16 countries
  • Year-over-year paid search channel performance by 116%
  • Paid social channel click-through performance grew by 2x and expanded successfully into global markets
  • Display channel click-through performance grew substantially by 129% on a year-over-year basis
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