Case Study: A Villainous Scheme
A Villainous Scheme
Project Goals: Brand Strategy • Case Study • Recap Video
“It’s Not Evil. It’s Just Villainous.”
Campaign Manifesto
Deliverables: Manifesto • Packaging • Social Media Posts • Recap Video
Campaign Strategy & Presentation
Preproduction: Research Recon, Campaign Strategy
Production: Adaptation of Branding, Package Design, Stock Research
Post Production: Video Editing, Presentation Design
Marketing: Creative Strategy, Social Media Assets
A Villainous Scheme is a multi-component campaign proposed to help increase sales of the Villainous board game. We started our research by asking: “How do we increase game sales?” What we discovered was that game sales are correlated with convincing decision makers to bring games to the table. These “Curating Players” rely on a number of factors to make their decisions including what people ask to play.
With the key insight that we needed to convince a wide range of players that they wanted to play Villainous at their next party or event, A Villainous Scheme was born. From strengthened brand partnerships to the red carpet we hatched a scheme to transform our fans into the most villainous of them all.
While this campaign was made as a case study example, the social media images were collected from real fans of the game over a 48 hour period as proof of concept for the campaign idea.
This project was originally made for educational purposes as part of the Masters in Strategic and Communications program at Calvin University.
“I really appreciate how your case speaks to your specific target audience, but in a way that can also be understood by non gamers….that requires skill [to] execute.”
Greg Braun (Course Instructor)
Dp., Global Chief Creative Officer - Commonwealth/McCann
