Chess.com | Community & Momentum

Chess.com — Brand Identity & Positioning

Our Challenge:

Chess.com operates in a highly competitive ecosystem where users can easily access instant, no-login chess platforms with minimal friction. While Chess.com leads in credibility and product depth, the core challenge was customer loyalty.

This insight reframed how Chess.com showed up across its ecosystem. Instead of communicating as a platform explaining features, the brand began behaving like a familiar presence within the chess.

Our objective was to engage with the community, by:

• Adopting a conversational, human tone that feels peer-to-peer rather than brand-to-audience

• Creating creative, visually engaging content that captures attention and emotion

• Reflecting real player experiences, behaviours, and frustrations (not classic marketing language)

Our Objective:

The strongest brands don’t speak to customers — they speak with friends

This insight reframed how Chess.com showed up across its ecosystem. Instead of communicating as a platform explaining features, the brand began behaving like a familiar presence within the chess.

Our objective was to engage with the community, by:

• Adopting a conversational, human tone that feels peer-to-peer rather than brand-to-audience

• Creating creative, visually engaging content that captures attention and emotion

• Reflecting real player experiences, behaviours, and frustrations (not classic marketing language)

The Work: (Brilliant moves)

Culture-Led Memes & Creative Content

Creative content highlighting Chess.com products in a way that feels native to the community.

Short-Form Video Editing

Professional Community & Brand Communications

Video Animation & Motion Graphics

Results & Impact

The content and community strategy implemented for Chess.com led to measurable improvements across engagement, retention, and revenue metrics over a 15 month period.

Key outcomes include:

• Subscription Growth: +4% increase in premium subscriptions, driven by more engaging social content and relatable community interactions.

• Social Media Engagement:

  • Average engagement rate across Instagram and TikTok increased by 30%

  • Comment interactions doubled as the community responded to culture-driven memes and relatable posts

• Community Retention: Returning user visits to Chess.com rose by 8%, showing stronger loyalty and connection to the brand

• Content Performance: Short-form videos and animated posts achieved higher visibility, with an estimated 20–30% increase in average watch time.

Small, intentional creative moves can translate into significant impact: 30,000 new subscribers prove it

Let’s discuss how we can bring this same community-first, creative approach to your brand

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