Getting closer to customers with UGC despite a worldwide pandemic

Newskill Gaming is an online brand that is focused on fulfilling all gamer needs. Learn how they increased their online conversion rates by 13.19% with User Generated Content despite the pandemic.

Numbers

The Story

Newskill Gaming is a Spanish gaming brand that fulfills the gaming needs of their wide base of online customers, including gaming chairs, keyboards, headsets, and other accessories. When the COVID-19 pandemic hit, they were concerned about maintaining their strong relationships with customers and continuing to sell their products while the international community was forced into quarantine.

Challenge

All brands have been faced with the unique endeavour of continuing to reach customers despite the obvious challenge of an international pandemic affecting the economy. Not to mention, staying connected despite the self-isolation happening around the globe.

As Newskill Gaming is already fully online, they wanted to remain resilient in their efforts to change with the circumstances. With an increase in online sales due to customers purchasing more gaming-related products during the quarantine, the brand also saw an uptick in User Generated Content.

This set the stage for the perfect UGC strategy to help maintain a strong sense of brand community throughout the crisis.

“With COVID, at the beginning we wanted to be cautious because we thought that with the uncertainty in the economy that people would be more cautious. But it turns out it has been the opposite. We sold in April more than any month we can remember, even more than Black Friday and Christmas. It has been crazy. And that has resulted in more content generated by our users. Everyone is posting a lot more, they are showing off their spaces, where they live, where they work, where they play.”

Gema Aliaga – Social Media & PR Manager at Newskill Gaming

Solution

With this increase in authentic UGC, including images of customers staying at home with their products, Newskill Gaming was able to use all of the interactions that they were seeing on social media within their eCommerce strategy.

“Our online marketing strategy is focused on building a strong community. I thought that User Generated Content would add a lot of value and make it easier for the client to fulfill the buying process by seeing how the products look in real life. People appreciate the User Generated Content, and we are watching our customers evolve with this tool. I think we made a good call with this one!”

Gema Aliaga – Social Media & PR Manager at Newskill Gaming

Not only has the strategy helped them stay connected with their devoted base of customers, but it’s also helped increase their online revenue. With User Generated Content, the brand has seen a 13.19% increase of conversion rates, plus a 4.10% interaction rate with their customer content galleries.

Thus, Newskill Gaming has managed to get closer with their customers – despite the distance from the quarantine.

“This strategy is like influencer marketing – but with User Generated Content it takes us one step closer – it’s like a new kind of prescriptor.”

Gema Aliaga – Social Media & PR Manager at Newskill Gaming

Results