Smyths Toys Superstores wanted to position itself as the go-to retailer for EA Sports FC 27 across the UK and Ireland. With launch week crowded by competing campaigns, the challenge was to reach FC players through the TikTok and Instagram creators they already trust, driving awareness and purchase intent at its peak.
The Solution
We activated four UK and Ireland EA FC creators across Instagram and TikTok around the FC 27 launch, delivering eight pieces of content in total.
Each creator promoted the game and directed their communities to Smyths Toys in their own authentic style. By combining larger creators with highly engaged communities, the campaign balanced reach with meaningful audience engagement.
55K+
Views
Combined Activations
2.7%
Engagement Rate
3.7% on TikTok
68.4%
English Audience
Conclusion
Across 8 posts, the campaign delivered 55,392 views and 1,506 engagements at a 2.7% engagement rate, reaching an audience that was 68.4% English.
The results highlight the value of combining platforms and creator sizes: Instagram drives reach, TikTok boosts engagement, and a balanced creator mix delivers both scale and depth.
This approach can extend to future Smyths launches, including Call of Duty and GTA, with Twitch In-Stream Ads offering further reach among engaged gaming audiences.
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