Case 02 · TikTok LIVE Europe · Gaming creator acquisition
Using Gamescom as a creator acquisition engine.
A leaner partnership model that replaced expensive visibility with creator participation, partner support and onsite recruitment.
Case
A major event presence needed to do more than buy visibility.
The previous model relied heavily on sponsorship and a large physical footprint. The 2025 challenge was to create a more efficient presence that could still strengthen the brand, recruit creators and generate measurable value.
What I did
I helped redesign the activation around participation and partnership leverage.
The model combined a smaller TikTok LIVE presence, cross-market creator leaderboards, onsite livestreaming, external gaming-creator recruitment and equipment support from relevant partners. I planned the creator-selection mechanics, communication flow and onsite recruitment journey with Product, Brand and local-market teams.
- Use a cross-market challenge to identify and motivate participating creators.
- Give selected creators a clear reason to attend, stream and produce content onsite.
- Use the booth as both a creator experience and an acquisition point for external talent.
- Add partner resources to reduce cash cost and improve the value exchange.
- Measure the event through creator acquisition, participation and commercial return—not visibility alone.
Outcome
The leaner model delivered a clearer commercial case.
The activation delivered approximately 7x ROI while combining creator participation, gaming relevance, brand presence and new-talent recruitment in one model.
Partnership design · creator acquisition · event strategy · ROI discipline