PlayStation Marketing

Every woman should own a PS4 Pro

A Facebook and Instagram strategy to increase the awareness of the PlayStation 4 Pro among millennial women.

Executive Summary

I was invited here today to bring you the good news that gaming is not just a guy thing. The PlayStation 4 Pro is a console built for women as well. These "Savvy Women Gamers" saturate the market by not only buying what they want but controlling the decision power of the family. Women are at the forefront of gaming. More and more women play video games and watch television on all-in-one connected devices.

The future is PlayStation 4 Pro

Since the release of the PlayStation 4 in November 2014, Sony has been the leader in the video game console market. Our goal is to expand the market presence of the PlayStation 4 Pro. You want to remain the top competitor in the video game console industry and that is why you have called me for help. The ever-changing demographic of a gamer is now focused on women. Every console is advertising towards women. All women are gaming, be it on mobile or PC. They are emerging as the core, solid base. That is why our target audience for this social media campaign is women ages 20-24 with a household income of $47,000.

"Savvy Women Gamers" Rule The Market

Creating the social media ad campaign for the PlayStation 4 Pro was hard because of the demographics that they command. When they advertise, it’s mostly towards men and teenagers. When researching the market I found rather surprising that around 43% of the gamers are women. I know I shouldn’t be that surprised because half the population is women. Women actually play more than men 18 years old and younger. That is why I focused on “Savvy Women Gamers” for this campaign. Why are these women savvy? These women know what they want in buying video games and watching TV shows. They want a strong woman that leads and defies the establishment. They want action, passion, and stunning visual quality. These women who buy video games and TV shows like these are independent, hard-workers, and driven. This is similar to the brand pillars that PlayStation associates with itself. There are 230,000 women ages 20-24, this is our target demographic. The median income of households is 46K to 47K. Well within the margin of an avid video gamer.

Millennial women prefer Facebook and Instagram

In my research, I found that 66% of women use Instagram. That's where I decided to put a gaming ad for this campaign. I wanted to not focus on a video game for the Instagram ad but looked at the streaming capabilities of the PS4 Pro. The number one show that is streaming and airing live is “How to Get Away With Murder”. Armed with that information, I would use a title card for the streaming ad. Along with that, Facebook is still a leader in women. For that, I will use another screenshot from the video game Horizon: Zero Dawn because women want to play a game that has a female protagonist.

#BeAPS4Pro

Reaching these “Savvy Women Gamers” is vital in this informational age. How can we reach the most with minimal effort? Simple, hashtags. This is not a breakfast dish but a way to link our audience together. My research shows that using hashtags increases impressions and views more than the average social media post. That is why I provided the top keywords and best hashtags to use. The keywords that need to be mentioned in future social media posts are: 4K, 4K TV, 1080p, PS4 Pro, PlayStation Pro, and VR. These keywords are used the most when talking online and keep rising in popularity.

Top 3 Hashtags

#PS4Pro
#WeArePlayStation
#PlayStation4Pro

References

2016 Entertainment Software Association Essential Facts on the Computer and Video Game Industry. (2016, April). Retrieved April 21, 2017, from http://www.theesa.com/wp-content/uploads/2016/04/Essential-Facts-2016.pdf
PS4 Pro Brand Guidelines. (2016, September 7). Retrieved April 24, 2017, from https://www.scribd.com/document/323289746/PS4-Pro-Brand-Guidelines
PlayStation 4 Brand Guidelines. (2013, June 12). Retrieved April 20, 2017, from http://www.neogaf.com/forum/showthread.php?t=586086&page=1
Duggan, M. (2015, August 19). The Demographics of Social Media Users. Retrieved April 20, 2017, from http://www.pewinternet.org/2015/08/19/the-demographics-of-social-media-users/

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