Monopoly Repositioning
The ask:
Hasbro needed to shift brand perceptions through social, with a focus on 25-35 year olds to re-establish Monopoly as the go-to games night staple.
Insight
Through our research, we found that Monopoly is still much loved (two thirds planned to play in the next 2 months; 55% would care if it didn’t exist anymore).
Yet it is also taken for granted; 43% choosing it only for its familiarity.
Strategy
Amidst a social landscape packed with relatable content, we framed a revised, purposeful objective: switch from the ambivalence of familiarity to the game we love to default to. Intention vs apathy.
We identified the fun in Monopoly’s ‘long’ and ‘competitive’ heritage, creating content streams that embraced self-deprecation, injected personality through Mr Monopoly, and encouraged UGC by championing rivalries and player tropes.
We developed sub-groups of brand ambassadors to stand collectively as the ‘many faces’ of Monopoly on TikTok.
THE BRIDGE MODEL
By creating the bespoke Fan Bridge Model (right), we were able to show the importance of a dialogue between the brand (i.e. the heart and soul of the game, what it stands for, and how it has been played to date) and the players (i.e. the consumer experience, the ways the game has been adapted, the personality styles).
Bridging these two together is a consistency of tone - in this case playfulness and relatability.