Nintendo Women's Campaign

This Nintendo campaign is one of my favorites! Nintendo identified a major opportunity to deepen engagement among women gamers following significant rise in female Nintendo Switch (NS) users during the pandemic. As consumers transitioned into new post-pandemic routines, the challenge became repositioning gaming as an accessible, everyday source of relaxation and connection rather than a intensive hobby. 

In my role as Senior Account Executive, I helped guide the strategic development and integrated campaign direction for a national Nintendo Switch campaign targeting women 18-34. Grounded in cultural and behavioral insights, the campaign reframed the Switch as a seamless way for women to unwind, connect with others, and make the most of their downtime amidst increasingly busy lives. 

The strategy was rotted in audience-first thinking, understanding how women spent their time and what they needed most during that moment - relaxation, connection, and moments of self-care. These insights shaped the campaign messaging, creative direction and our TVC approach. The work also included nuanced multicultural strategic approach focused on authentically engaging U.S. Hispanic women as a key growth audience. To help bolster the narrative and authenticity, we leveraged a diverse group of women ranging from celebrities to everyday talent whose lifestyles, routines and relationships reflected those of our target audience. 

From briefing through creative development, I partnered closely across the brand, strategy, creative and production teams to help ensure alignment between business objectives, consumer insights and relatable storytelling. The work repositioned Nintendo Switch as a more approachable and lifestyle-driven form of entertainment, using culturally relevant storytelling to connect with women in a more authentic and emotionally relevant way.