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Background: EA Social Goes Global

Electronic Arts Inc. (EA) is a leading global interactive entertainment software company that is recognized for a diverse portfolio of critically acclaimed, high-quality blockbuster brands such as The Sims™, Madden NFL, EA SPORTS™ FIFA, Battlefield™, Dragon Age™ and Plants vs. Zombies™.

Challenge: More with Less

In 2016, EA’s social media advertising team was charged with expanding the presence of their many titles globally, across 20 new markets, while meeting their performance goals. In order to meet these globalization goals, the team knew it was critical to effectively move their customers through the path to purchase by segmenting them into relevant cohorts. Which in turn required them to scale these segmented audiences, improve audience targeting, and bulk-edit campaigns efficiently.

To add to these challenges, EA couldn’t hire fast enough to keep up with the growth of their efforts. They had to expand their presence globally, with just one person managing the entire social portfolio.

Solution: Scaling Ad Creation

The EA team found an efficient solution in Skai’s streamlined social ad campaign workflow. This workflow helped the campaign manager simplify their processes and save time with uploading creative, URL management, audience creation, and overall troubleshooting.  

Skai’s Creative Manager gave EA the sophistication to manage campaign creative at bulk and ensure relevant messaging for their different markets. Additionally, Skai’s short links, custom domains, and naming templates were critical capabilities to scale and pump out ads quickly. Skai’s Personas allowed EA to create hyper-targeted audience segments in bulk and at scale.

Meeting their goals was facilitated further through the fluid nature of budget allocation. EA was able give their agency, Performics, the green light to reallocate budget wherever performance was best.

Results: Global Scale

Overall, with all of these Skai features combined, EA was able to get their social programs up and running in one day and it gave EA the efficiency of three people in one enabling their global expansion to 20 territories – a 4X expansion without an increase in staff.

“Skai was a big game changer for us. We were able to scale to 2-3X the workload without adding resources to meet our globalization goals. Without the level of sophistication, they provided to the ad creation, we wouldn’t have been able to manage that scale” Andrew Macintosh, Global Media Strategist, Electronic Arts