Client: Pley
Assignment
Pley is a Stockholm-based startup founded in 2016. Pley's end-to-end toolchain and cloud distribution platform enable mobile game publishers and development studios to bring their mobile games to the web and reap the rewards of increased playtime and higher average revenue per user for their game.
Mimmis Cleeren was engaged on a 4-month consultancy assignment in 2023 as Interim Head of Marketing, a temporary replacement during a parental leave. Pley had recently rebranded the company (from Trail Games to Pley) and introduced a new company logo, basic visual identity and website. But due to a strategic change in the company's go-to-market strategy, the client needed help to develop and implement necessary changes in marketing strategy, branding and messaging to support the new direction.
Execution
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Led B2B branding and marketing strategies to attract game publishers/developers to the Pley cloud distribution platform
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Developed Brand Book and visual identity with a creative agency, managing implementation across marketing channels
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Conducted target audience analysis and segmentation
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Created B2B messaging, value proposition and proof points
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Managed website project, content creation, and SEO
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Handled event management and booth design for GamesCom and Pocket Gamer Connects Helsinki
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Produced marketing materials, videos, and animations
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Oversaw planning and execution of digital marketing campaigns (email, paid social media, SEM)
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Coached team, prioritized efforts, and set KPIs
Results
The branding work led to a cohesive and contemporary look and feel that is both playful and professional, suitable for the gaming sector, resulting in enhanced brand recognition. The creation and successful launch of a fresh visual identity, value proposition, and clear messaging tailored to audience needs significantly improved the website, along with eye-catching new marketing materials and event booths that drew considerable attention from key customers and prospects. GamesCom and PGC Helsinki stood out as the most successful events for Pley so far, featuring high booth traffic, a record number of leads, and praise from industry regarding Pley's new branding.
I've known Mimmis for over 20 years and only recently had the pleasure of working with her directly when we brought her on as the interim Head of Marketing for Pley. Not missing a beat, Mimmis onboarded quickly and was able to drive a number of key initiatives in a typically chaotic high-growth startup environment. Highly recommend Mimmis to anyone looking for an experienced Strategic Marketing leader to help their company grow.
Shawn Adamek, Chief Commercial Officer, Pley