Far from the adventure, intrigue and mental stimulation we anticipated from existing communications, we discovered that Pearl’s Peril players were playing for a mental break. Pearl’s Peril provides busy, routine-driven women a space in their day to mentally switch off. Much like a coffee and a flick through a gossip magazine, they play Pearl’s Peril to make time for themselves within the humdrum of their everyday.
Understanding the motivation for playing allowed us to define the Habitual Space Seeker, an audience based on a need state that transcends age or gender, tripling our audience opportunity.
The biggest barrier for playing Pearl’s Peril is one of permissibility. For many the mobile app gaming world is too childish or frivolous to enter into. The dominant brand relationship in the category is a ‘Secret Affair’, a guilty pleasure that only you know about.
Our ambition was to bring Pearl’s Peril and her players into the open and legitimise the game by carving out a unique position as a lifestyle brand that, like knitting, meditation or retail therapy, helps deliver much-needed me-time in the Habitual Space Seeker’s day.
Our creative idea makes heroines of Pearl’s Peril players by celebrating the benefits they get from playing the game to recruit new players.
‘Are you a friend of Pearl?’ muses Deva Dalporto, a US influencer who epitomises a young Habitual Space Seeker as she juggles busy schedules, runs the household and prioritises the needs of her family over her own to comic effect on her YouTube channel MyLifeSucks. She co-created a series of content that emphasises the importance of playing Pearl’s Peril to deliver me-time and the associated therapeutic benefits. The resulting content took Pearl’s Peril firmly out of the gaming world and into real life for a brand new audience.
Despite limited spend, the content reached 3.6m people and resulted in 23,000 link clicks, even re-engaging 13,000 lapsed users.
Agency: Wooga, HeyHuman, London