Client
Minecraft
Partnership
For over half a decade, KHC has been a pivotal creative force behind Minecraft’s transformation from a game to a global franchise. Through innovative concepts and strategic content, we've helped Minecraft build a massive community and achieve unprecedented milestones across all digital platforms. As a result, KHC now also handles the ongoing production of diverse assets for Mojang out of our offices in Stockholm and Chicago, employing a team of 14 people.
01
TikTok Launch
How do you make a game a TikTok sensation? Discover how Minecraft became the fastest brand to reach 1 million followers.
Challenge
TikTok’s algorithm is like a moving target – constantly changing and hard to predict. To understand it, we took a "spaghetti meet wall" approach. We threw a variety of creative ideas out there to see what stuck. This allowed us to quickly identify what resonated with the audience and adapt in real time.
Delivery
Social media strategy
Target group segmentation
Creative concepts and ideas
Social media assets
Approach
By embracing this experimental approach, we launched Minecraft's global TikTok initiative, making it the fastest brand ever to reach over 1 million followers. Through constant creativity and rapid iteration, we achieved unprecedented numbers on the platform. This broadened our audience from core gamers to almost anyone on TikTok, all while maintaining relevance and engagement.
Strategy
Ironically, people were struggling to remember the Scandinavian credit card re:member. Traditionally, this category has focused on the lifestyle associated with the old glamour days of credit cards. But consumer mindsets have shifted. We don't need to tell people how, why, or when to use a credit card. We just need to make them like us and remember us in a way that stands out.
Concept
We created a series of repetitive films designed to convey one very simple message: It’s a credit card. Our strategy increased memorability by associating re:member with emotions and situations far removed from typical lifestyle messaging. The tagline was used to boost recall and differentiation. We also revitalized credit card awareness with the message 're:member. It’s a credit card,' using engaging repetition and strategic visuals.
Delivery
Social media strategy
Target group segmentation
Creative concepts and ideas
Social media assets
Result
15%
TikTok engagement rate
TikTok likes
57M
6M
TikTok followers and counting
From 0 (March 2023)
02
Beyond the game
How we turned Minecraft's brand collabs into a delightful blend of TikTok trends and 90s TV nostalgia.
Challenge
Minecraft's influence extends far beyond the digital realm, with collaborations ranging from toothbrushes to high-fashion brands. We needed a versatile approach that could handle almost anything. Therefore, we realized that we didn’t need just a concept; we needed a new format.
Delivery
Social media strategy
Target group segmentation
Creative concepts and ideas
Assets for social platforms
Approach
Our "Creeper TV" format, a nostalgic nod to 90s TV shopping, has become the perfect vehicle for showcasing partnerships with brands like Colgate, Yoplait, The Woobles, and PEZ. Imagine flipping on your TV at 3:14 PM on a Tuesday in the 90s – that delightful randomness is exactly what we've captured. This format not only stands out in Minecraft's channels but also playfully parodies product collaborations themselves, blending modern TikTok culture with millennial parent nostalgia.
Strategy
Ironically, people were struggling to remember the Scandinavian credit card re:member. Traditionally, this category has focused on the lifestyle associated with the old glamour days of credit cards. But consumer mindsets have shifted. We don't need to tell people how, why, or when to use a credit card. We just need to make them like us and remember us in a way that stands out.
Concept
We created a series of repetitive films designed to convey one very simple message: It’s a credit card. Our strategy increased memorability by associating re:member with emotions and situations far removed from typical lifestyle messaging. The tagline was used to boost recall and differentiation. We also revitalized credit card awareness with the message 're:member. It’s a credit card,' using engaging repetition and strategic visuals.
Delivery
Social media strategy
Target group segmentation
Creative concepts and ideas
Assets for social platforms
03
Satisfying Loops
Our Satisfying Loops for Minecraft combined storytelling, tutorials, and easter eggs into bite-sized videos, becoming a fan favorite across social platforms.
Challenge
In the fast-paced world of social media, we needed a concept that could capture attention instantly and keep viewers engaged.
Delivery
Social media strategy
Target group segmentation
Creative concepts and ideas
Assets for social platforms
Approach
We created Satisfying Loops – bite-sized, 7-second videos that combine storytelling, tutorials, easter eggs, and Minecraft know-how into endlessly rewatchable content. Running across all of Minecraft's social platforms, these loops have become a fan favorite, proving that sometimes the most satisfying things in life come in small, square packages.
Strategy
Ironically, people were struggling to remember the Scandinavian credit card re:member. Traditionally, this category has focused on the lifestyle associated with the old glamour days of credit cards. But consumer mindsets have shifted. We don't need to tell people how, why, or when to use a credit card. We just need to make them like us and remember us in a way that stands out.
Concept
We created a series of repetitive films designed to convey one very simple message: It’s a credit card. Our strategy increased memorability by associating re:member with emotions and situations far removed from typical lifestyle messaging. The tagline was used to boost recall and differentiation. We also revitalized credit card awareness with the message 're:member. It’s a credit card,' using engaging repetition and strategic visuals.
Delivery
Social media strategy
Target group segmentation
Creative concepts and ideas
Assets for social platforms
Result
Instagram followers
10M
Instagram engagement rate
Better than the likes of Kylie Jenner, Fortnite and Beyonce
22%