The Mission

XREAL, a developer of consumer-ready mixed reality glasses, set out to drive sales with its new, easy-to-use AR device. This launch campaign aimed directly at consumers, with no need for technical or developer-focused messaging. 

While building awareness among early adopters wasn’t required, connecting with the gaming community emerged as a powerful angle to maximize sales and return on investment (ROI).

The Strategy

To ensure precise targeting, Eleven International started by running an online survey to confirm assumptions about XREAL’s core audiences. Key insights included:

• High Enthusiasm Among Gamers and TV Enthusiasts: Early adopters, particularly gamers and TV binge watchers, showed significant interest in XREAL’s AR glasses, eager to enhance their viewing and gameplay experiences.

• Geographical Insights for Targeted Outreach: The survey pinpointed U.S. states with the highest interest in AR and willingness to spend, guiding location-specific marketing tactics.

With these insights, Eleven crafted a campaign targeting gamers with the following approach:

• Gaming-Centric Messaging and Media Buys: We focused on messaging that highlighted how XREAL’s AR glasses enhance gameplay, positioning the device as a must-have upgrade for gamers. Targeted media buys reached gamer-heavy platforms and channels with clear calls to action.

• Influencer Collaborations: To reach dedicated gaming communities, Eleven engaged online influencers known for their gaming content. Influencers were given creative freedom to showcase XREAL Air glasses as a gaming accessory, allowing organic and authentic engagement with their audiences.

• Festive Season Gift Guide Integration: As the year-end holiday season approached, the campaign pivoted to gift guide placements and sponsored content. This helped position XREAL as the perfect gift for gamers, appealing to parents and significant others looking for unique gift ideas.

The Results

Eleven International’s targeted strategy successfully met and exceeded the campaign’s primary goal of driving sales:

• Sales Success: The campaign achieved 130% of the sales KPI, delivering an impressive ROI for XREAL.

• Gaming Community Engagement: Although Amazon didn’t provide specific usage data, significant coverage in gaming media indicated strong interest among gamers. Influential gaming outlets, including VentureBeat, GBA Temp, POLYGON, PCgamer, IGN, Game-news24, and GamePolar, featured XREAL’s AR glasses, reinforcing their popularity within the gaming community.

• Market Leadership: XREAL successfully positioned itself as an accessible, affordable leader in the consumer AR space, beating major tech giants to market with a practical and stylish AR device that appealed to both tech enthusiasts and everyday consumers.

By strategically focusing on the gaming community, Eleven International elevated XREAL as a competitive force in the AR market, proving that a targeted, audience-driven campaign can drive substantial results in emerging tech.