Client and context
CAS.ai is part of PSV Group, whose PSV Game Studio makes mobile games for children. The company’s CEO and owner was Oleg Shliamovych.
The task
Make the company known to mobile game developers and publishers, and turn that attention into clients.
Constraints
- A technical B2B product its audience had not heard of, especially in Western markets, Latin America, the Middle East and North Africa.
- One person for the company’s social channels: I ran LinkedIn, Facebook and Instagram alone.
My part
I wrote the communications and business development strategy and carried most of it out myself: the website concept, the sales deck, the social channels, the conferences, the articles and the media placements.
Team and partners
The CEO and the company’s other speakers took the stage at conferences, the stand team met clients on site, and the sales team followed up the leads.
Key decisions
Go where the developers are: 12+ game-dev conferences in 11+ countries in about two years, as a sponsor and a speaker.
Why: Our audience didn’t know the company, least of all in Western markets, Latin America and MENA, so we went to their conferences: from Cologne and London to São Paulo, Jordan and India.
Give the brand a character: the robo-cat CAShYou, on the website, the stands, the drink vouchers and the company polo.
Use personal connections for media: the CEO’s interview on “Tochka G” came through my acquaintance with the host, Oleg Artyshuk.
How it was done
- Wrote the PR and marketing communications strategy for 2022 and 2023, with budgets, timelines and KPIs.
- Came up with the concept for the new website. It had a cat, of course, though not an ordinary one: CAShYou, the robo-cat.
- Built the “Maximize Your App Monetization” sales deck for prospective clients.
- Ran the company’s LinkedIn, Facebook and Instagram single-handed from February 2022 to May 2023.
- Wrote articles, news, email templates, internal communications and presentations, among them the Pocket Gamer speaker spotlight on the CEO (January 2023) and the “PSV Group Achievements 2022” review.
- Got the CEO an interview on the YouTube channel “Tochka G” (~300K subscribers) through my personal connection with its host, Oleg Artyshuk.
- Designed the company clothing: a zip-up hoodie and a polo with a CAShYou patch (December 2022).
Result
In 2022–23 the social channels I ran grew past 2,000 followers, and the company gained more than 190 new B2B clients. In a letter of March 2024 I summed up where that left it: the company had word of mouth, clients and partners recommended it as a trustworthy publisher and ad-monetisation partner, and its client base had grown about 30 times.
