“Switch proved to be far more than what we’d expect of an agency – they became a truly strategic partner who seemed to anticipate our needs before we even articulated them.”
Charlene Vella Portelli
Head of Vibe and Communications
Project TL;DR
Goal
Switch partnered with Game Lounge to define and amplify their employer value proposition (EVP), strengthen internal culture, and build C-suite authority, positioning them as an employer of choice for brilliant minds seeking growth.
Approach
We employed our strategic framework (CATALYST) to establish clear brand fundamentals, develop a targeted PR and communications strategy focused on EVP, and execute integrated campaigns. This involved leveraging strategic partnerships with best-of-breed specialists, such as Finesse for PR expertise, ensuring comprehensive and high-impact delivery.
Outcome
The collaboration resulted in a significantly clearer brand narrative, enhanced internal communication and perception, measurable improvements in key metrics like Net Promoter Score (NPS) and industry recognition (EGR Power Affiliates ranking), and a strengthened ability to attract top global talent driven by personal and professional growth.
Scenario
Game Lounge possessed a strong portfolio and compelling core values but had several communication and brand-related concerns.
Their internal and external messaging lacked a distinct, unifying voice, hindering differentiation in a competitive market. Employer brand visibility was limited, C-suite profiles were underleveraged for thought leadership, and a structured media strategy was still in the works. Critically, in an industry where competitive advantage is forged through talent, Game Lounge needed to clearly articulate its value proposition to attract ambitious individuals seeking an environment where they could achieve personal and professional brilliance, contributing to a workplace culture of positive impact and continuous improvement.
Approach
Our approach centred on building a solid foundation and executing a targeted strategy:
- Fundamentals first: We began with comprehensive audits (SWOT, Competitor, Owned Media) to understand the landscape. This informed the co-creation of Game Lounge’s Brand fundamentals, including refining their purpose (“Investing in brilliance…”), defining core values (Evolution, Impact, Nurture, Candour), and establishing a distinct Brand personality and tone of voice.
- Employer brand & messaging: We developed a specific employer brand strategy and utilized StoryBrand workshops to sharpen messaging for key talent personas, ensuring resonance with individuals seeking growth and impact.
- Strategic communications plan: Based on the fundamentals, we teamed up with Finesse to establish a PR and Communications strategy focused on key objectives: attracting top-tier talent, enhancing internal perception, and elevating brand authority. This involved mapping content pillars to Game Lounge’s purpose and values, identifying strategic channels (Owned, Earned, Paid), and planning specific initiatives like the EVP launch, leadership development program promotion (THRIVE), and thought leadership content.
“Switch proved to be far more than what we’d expect of an agency – they became a truly strategic partner who seemed to anticipate our needs before we even articulated them. Their team’s adaptability was remarkable – they flexibly adjusted their approach as our requirements evolved, always staying one step ahead with their suggested solutions. What really impressed me was their ability to extract deep insights from the data we provided and translate those into actionable strategies that delivered immediate results. Within months, we saw dramatic improvements across all our social channels – but more importantly, Switch helped us find our authentic voice as an employer brand. Crucially, they helped us understand what makes Game Lounge special and gave us the confidence to communicate that boldly to the world.”
Charlene Vella Portelli
Head of Vibe and Communications
Execution
Switch functioned as an integrated partner, deeply embedded within Game Lounge’s operations:
- Seamless collaboration: We acted as the central project management hub, coordinating efforts between Game Lounge, Switch, and specialist partners like Finesse, ensuring alignment and efficient execution. We fostered a close working relationship with key stakeholders, including the Head of Vibe and Comms.
- EVP & culture activation: We spearheaded the launch of the clarified EVP, supported by a targeted PR push that secured significant local and international media coverage across ~300 sites. We developed content highlighting Game Lounge’s culture and commitment to growth, such as articles featuring the “Women of Game Lounge” and press releases for initiatives like the Mindbeat THRIVE Leadership Programme. This reinforced the message that Game Lounge is a place where brilliant people can grow and, in turn, help build an even better workplace.
- Ongoing comms: We managed ongoing social media communications across key platforms (LinkedIn, Instagram, etc.), sharing content aligned with the new brand voice and strategic goals (supported by data from reporting dashboards).
“Professional, consistent, and proactive only begins to describe our experience with Switch. Their professionalism shines through their relentless pursuit of excellence in client relationships, always aligning their strategic recommendations with our business objectives. Their consistent communication and punctual delivery allowed us to build a dependable partnership, while their proactive approach meant they were often addressing needs before we even articulated them. Switch consistently exceeded our expectations.”
Rosi Bremec
COO
Results to date
The strategic focus on EVP and communications yielded tangible results:
Quantitative impact:
- A significant uplift was recorded in the company’s Net Promoter Score (NPS), indicating improved internal sentiment.
- Game Lounge achieved an improved ranking in the prestigious EGR Power Affiliates list, reflecting enhanced industry perception.
- The EVP press release garnered extensive reach, appearing on approximately 300 diverse platforms, including key industry, tech, and business news sites.
- Social media channels showed positive trends in engagement and follower growth (as detailed in performance reports).
Impressions increased by 81% and reactions grew by 109%
Link clicks surged by 523%, engagements increased by 280%, and new followers grew by 91%
Content views exploded with an 803% increase, while engagements rose by 558%
This dramatic improvement in social media performance can be attributed to the implementation of consistent posting schedules, unified brand voice, and strategic content aligned with Game Lounge’s newly defined purpose and values.
Qualitative Gains:
- We successfully brought enhanced clarity, efficiency, and a consistent narrative to Game Lounge’s communications, particularly strengthening their employer brand.
- The partnership established a more structured, collaborative, and strategically aligned marketing and communications function within Game Lounge.
- The focus on articulating a growth-oriented culture resonated internally and externally, reinforcing Game Lounge’s position as a destination for talent seeking to achieve brilliance and contribute meaningfully.
