The Sims is one of the most popular game franchises in the world. In February 2020 it even celebrated its 20th birthday, and over the years the franchise has become a true cultural phenomenon. Over 1,6 billion Sims have been created so far!
On behalf of Electronic Arts (EA), we designed and executed an influencer campaign in order to raise awareness and leverage the emotional connection between Gen Z and The Sims 4. We targeted Gen Z audiences in pre-existing lifestyle and gaming spaces by collaborating with creators who uphold the fun-loving values of The Sims. We worked together with content creators Bo Beljaars (Bokado) and the biggest TikTokker in The Benelux: Sara Dol (officialsaarx). Both creators are hugely popular on several social media platforms such as Instagram, TikTok and YouTube. We came up with multiple concepts for long-form (YouTube) and short-form (TikTok/Instagram) social media videos revolving around the “Play With Life” motto.
This resulted in remarkable content across various channels, which varied from “Living like a Sim for 24 hours” to “Dressing like a Sim challenge”. The content was viewed more than 3 million times, and received half a million likes in total!