Discord Case Study
Targeted gaming communities and server creators to drive user engagement with premium Nitro subscription conversions through community-building campaigns.
Discord, the leading gaming communication platform, sought to expand their active user base while driving premium Nitro subscription conversions among gaming communities. With a $1.4M campaign budget over 120 days, the campaign targeted gamers, content creators, and community builders seeking enhanced communication tools.
Campaign Overview and Strategy
The gaming community-focused strategy included:
- Audience Targeting: Utilized PC/Console Gaming and Mobile Gaming targeting to reach active gamers building online communities. Interest-based targeting focused on eSports and Blockchain/Sports Games to capture competitive gaming audiences seeking team coordination tools.
- Community Building Strategy: Positioned Discord as essential infrastructure for gaming teams, content creators, and esports organizations requiring professional communication solutions. Highlighted seamless integration with Twitch, YouTube Gaming, and Steam communities for comprehensive gaming ecosystem connectivity.
- Premium Feature Positioning: Emphasized Nitro benefits including server boosts, enhanced audio quality, and custom features driving subscription value proposition.
Results
- Active Users: 180,000 verified gaming community members
- Nitro Subscriptions: $2,800,000 in premium subscription revenue
- Impressions: 78.4 million across gaming and community platforms
- Click-Through Rate: 6.1% across gaming communication campaigns
Why It Worked
- Gaming Community Focus: Targeting PC/Console Gaming and eSports audiences ensured qualified users familiar with gaming communication needs, resulting in 92% weekly engagement rates.
- Creator-Focused Messaging: Emphasizing server management tools, community building features, and content creator benefits appealed to users seeking professional gaming communication solutions.
- Premium Value Demonstration: Highlighting Nitro exclusive features like enhanced streaming quality, larger uploads, and server customization drove strong conversion rates among serious community builders.
Conclusion
Discord's gaming community acquisition campaign demonstrates effective audience targeting through precision gaming segments and creator-focused messaging. The combination of PC/Console Gaming, Mobile Gaming, and eSports targeting enabled exceptional user engagement while driving strong premium conversions. This approach proves gaming communication platforms can achieve sustainable growth through strategic community-building campaigns that emphasize both free value and premium enhancement benefits.
Success Stories
What success looks like
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