Balanced Reach
Creators
Consideration
Playstation's V-Day creator-led campaign
Outstanding ad recall and purchase intent for PS5 awareness campaign.
👀
27M
Impressions
🛒
+11 pts
Purchase Consideration
🧠
+17 pts
Ad Recall
The Brief
For Valentine’s Day, PlayStation set out to stand apart from the traditional flood of beauty and gifting campaigns by positioning its consoles as the ultimate gift for couples. The objective was to connect with Gen Z through authentic, relationship-driven content that redefined gaming as a shared romantic experience.
The Strategy
PlayStation launched the platform’s first creators co-creation campaign featuring real couples Mayadorable & Jules Pedretti and Misha & Alex, sharing their unfiltered gaming sessions together. Designed to feel native to social feeds, the content was amplified through Dark Posts, natively blending into users’ feeds, the BeReal way.
🎯 The Outcome
By transforming gaming into a relatable and intimate shared moment, PlayStation successfully demonstrated how authenticity-led storytelling can translate directly into commercial results:
27 million impressions
0.6% CTR
+17 pts in ad recall
+7 pts in purchase consideration
Through an authenticity-led creative approach and emotionally resonant storytelling, PlayStation strengthened brand impact during a highly competitive retail period while effectively driving engagement and securing two times benchmark averages for purchase consideration.
