The Sims 4 video game social media campaign

Helping EA Reach Millions of Teenagers

Communications

MSM*

/ MSM

The challenge

The Sims' core audience — mostly teens, with a strong majority of girls — is very different from EA's typical gaming audience, and those teens don't respond to the channels EA's other titles usually rely on: they consider Facebook a platform "for older people," spending their time instead on Instagram, YouTube, TikTok, and Snapchat. EA needed a new approach to reach this fanbase and attract new players on the platforms where they actually spend time. A tailor-made influencer campaign, built for platforms with high credibility and reach in that specific age group, was the answer.

Our solution

Our communications team analyzed trending content categories and built a channel and content strategy specifically to reach girls aged 13 to 18. Across several theme-based campaigns, we collaborated with more than 50 influencers on Sims-related content: fashion influencers recreated their outfit-of-the-day looks as in-game Sims characters, and popular pet influencers joined the game to mark the Cats & Dogs expansion.

We also celebrated The Sims' anniversary with TikTok creators who made original videos set to a special anniversary song performed in the game's own language, Simlish, as part of the 'Play with Life' campaign.

Results

Our influencer campaigns for The Sims 4 generated more than 20 million net reach, meaningfully increasing awareness within our target group.
Nils, Deputy Managing Director