Reconnecting a global gaming brand with its audience

Candy Crush Saga is played across many markets by an audience far broader than the usual idea of a gamer. At that scale, it's easy for a brand to talk at people rather than with them.

I led audience-led community and social strategy, using audience insight to shape creative direction rather than the other way round.

That meant working with creators and influencers, and leading across functions so teams in different markets read their players the same way.

Engagement improved by 17%.

All Stars 2024 generated more than 11 million impressions.

Community-informed creative became a shared way of working rather than one team's preference.