PlayStation
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Playstation's V-Day 100% creator-led campaign: Outstanding ad recall and purchase intent for the PS5 awareness campaign targeting Gen Z
Balanced Reach
Creators
Consideration
🧠
Ad Recall
🛒
Purchase Intent
👀
Impressions
THE BRIEF
Gen Z purchase consideration for the PS5
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
A 100% creator-led campaign
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
Creator-led content on BeReal drove brand performance
By transforming gaming into a relatable and intimate shared moment, PlayStation successfully demonstrated how authenticity-led storytelling can translate directly into commercial results, generating 27 million impressions at a 0.6% CTR. Through an authenticity-led creative approach and emotionally resonant storytelling, PlayStation strengthened brand impact during a highly competitive retail period, delivering +17 points in ad recall and +7 points in purchase consideration, twice the benchmark average.
