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This project was originally made for educational purposes as part of the Masters in Strategic and Communications program at Calvin University.

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