As a global technology company with a significant presence across the US, UK and European markets, Tencent operates within a complex and evolving regulatory landscape. To strengthen understanding and positively influence perceptions among policymakers, regulators and legislators, Tencent partnered with Carbon to identify storytelling opportunities that could demonstrate the company’s wider social and economic impact.
Working with Tencent’s partners and affiliated institutions across the US and UK, Carbon developed an episodic communications strategy focused on the positive impact of Tencent’s investment in communities and society. The content was designed to move beyond corporate messaging, using authentic stories and human experiences to create a more meaningful connection with key audiences.
With gaming representing a major part of Tencent’s global business, the campaign explored the ways gaming can create opportunities, build communities and positively influence lives around the world. Stories highlighted everything from career pathways and life-changing opportunities for young gamers to entrepreneurial programmes supporting underrepresented youth.
By combining strategic communications with human-led storytelling, Carbon helped Tencent showcase the broader value of gaming and its contribution to communities, while creating a platform for more nuanced conversations around the role of technology in society.
