Monopoly Repositioning
The ask:
Hasbro needed to shift brand perceptions through social, with a focus on 25-35 year olds to re-establish Monopoly as the go-to games night staple.
Insight
Monopoly is still loved. Two-thirds of people planned to play it within the next two months, and 55% said they'd genuinely care if it disappeared.
But love had curdled into habit.
43% chose Monopoly purely out of familiarity, not excitement. It wasn't a favourite anymore, it was a default.
Strategy
In a social landscape saturated with relatable content, we set a sharper objective: move Monopoly from the ambivalence of familiarity to the game people actively choose. Intention over apathy.
We mined the fun buried in Monopoly's "long" and "competitive" reputation, the very things people joked about, and turned them into content people wanted to share.
That meant leaning into self-deprecation, giving Mr. Monopoly real personality, and fuelling UGC by championing the rivalries and player tropes every games night has.
To bring it to life on TikTok, we built sub-groups of brand ambassadors, each representing a different "face" of Monopoly, together forming a collective identity across the platform.
THE BRIDGE MODEL
By creating the bespoke Fan Bridge Model (right), we were able to show the importance of a dialogue between the brand (i.e. the heart and soul of the game, what it stands for, and how it has been played to date) and the players (i.e. the consumer experience, the ways the game has been adapted, the personality styles).
Bridging these two together is a consistency of tone - in this case playfulness and relatability.