POKÉMON

POKÉMON

  • Online Advertising
  • Social Media
  • Digital Strategy

BRIEFING

360° Digital Activation: How We Captured the Attention of Trainers in Portugal

Brand: Pokémon
Services: Social Media Management, Social Media Ads, Influencer Marketing
Sector: Entertainment, Toys & Collectibles

The Challenge: Bringing a Global Phenomenon to Life

Pokémon is one of the most valuable and transgenerational entertainment brands on the planet. In 2023, the brand’s official representative and distributor in Portugal needed a solid digital presence that was relatable and perfectly tailored to the nuances of the Portuguese audience.
The challenge presented to Brandtellers was clear: to structure and lead the brand’s official social media activation in Portugal. The goal was to educate new players, rekindle nostalgia among longtime collectors, and boost product awareness and visibility in the domestic market.

The Brandtellers Strategy

We’ve developed an integrated approach based on three fundamental pillars, designed to drive results across the entire conversion funnel — from brand awareness to encouraging purchases on the official e-commerce site and through its retail network.

1. Social Media Strategy: Speaking the “Language of Trainers”

  • Community Building: We established a vibrant, knowledgeable, and enthusiastic tone of voice, perfectly aligned with the culture of anime, video games, and collecting.
  • Valuable Content: We created dedicated sections for the launch of new card expansions, TCG beginner’s guides, engagement activities (such as voting battles between favorite Pokémon), and visual showcases of the figures.

2. Social Media Ads: High-Precision Segmentation

  • Multi-Generation Campaigns: We structured paid traffic campaigns on Meta (Instagram and Facebook) segmented by audience niches: on one hand, parents looking for educational and safe gifts; on the other, young adults and collectors focused on the rarity and value of the expansions.
  • Conversion Optimization: Driving highly qualified traffic to the online store, maximizing sales peaks on the launch days of new collections.

3. Influencer Marketing: The “Ric Fazeres Effect”

To generate immediate desire and irrefutable social proof, we partnered with top influencers in Portugal’s gaming and entertainment scene, notably through a strategic partnership with Ric Fazeres.

  • Action: Sending exclusive PR kits and boxes of new expansions for each major brand launch.
  • The Impact: Through unboxing videos brimming with charisma, authenticity, and pure excitement in the hunt for “rare cards,” Ric Fazeres amplified the message to hundreds of thousands of views. The campaign resonated with the gaming community and turned every launch into a highly anticipated digital event.

Impact and Results

The campaign cemented the client’s digital authority in the Portuguese market. Through an engaging narrative and the strategic use of content creators, Brandtellers succeeded in:

  • Building an active and engaged community of Portuguese Pokémon fans.
  • Generate consistent peaks in e-commerce traffic and conversions with each new collection launch.
  • Strengthen the client’s positioning as the true “home” of the Pokémon brand in Portugal.

“An emblematic project that reflects our mission at Brandtellers: to connect global brands with local audiences through creativity, performance, and genuine connections.”

See a practical example of this dynamic in the video Rare Editions and Tips from the Pokémon Trainer. This content by Ric Fazeres illustrates the impact of the influencer marketing strategy, demonstrating the kind of authentic content that generates peaks in desire and sales within the collector community!