With gamers spending more on in-game purchases than any other nation.

The biggest business is gaming skins, allowing players to customise the appearance of their favourite characters.

INSIGHT But while gamers spend billions on these virtual outfits in the gaming world, millions of kids in the real world have no clothes to wear at all.

IDEA Samsung presents Ghost Skins—invisible gaming skins that provide real clothes for real kids, in the real world.

STRATEGY The strategy for 'Ghost Skins' revolves around the concept of virtual gaming skins having a real-world impact.

The strategy utilises online gaming's popularity in China to help underprivileged children in need of clothing.

With every Ghost Skin sold, 100% of the proceeds went towards providing real clothes for real kids, in the real world (as part of Samsung’s 20-year-long ‘One Heart, One Village’ initiative).

So the strategy allows gamers to customise the appearance of their characters in the gaming world, while simultaneously making a tangible difference by providing real clothes for children in need, in the real world.

EXECUTION Partnering China’s leading game publisher, we modified Apocalypse—one of the most popular games for gaming skins.

We redesigned every skin, outlining every silhouette to make them ‘invisible’.

An algorithm ensured that every invisible skin moved and flowed naturally.

Then at the point of purchase, within the game, we made them available as Ghost Skin alternatives.

With no obligation. No pressure. Just new custom skins for gamers to purchase.

And with every Ghost Skin sold, 100% of the proceeds went towards providing real clothes for real kids, in the real world.

RESULTS Ghost Skins trended in Apocalypse.

The biggest gaming influencers joined the movement, purchasing Ghost Skins during their livestreams—inspiring their followers to also want in on the action.

During the two-week campaign, over 20% of all gaming skins purchased were ‘invisible’—making Ghost Skins the No.1 purchased skins in Apocalypse.

So in a world where skins are the biggest social currency, Ghost Skins became the biggest flex.

Best of all, over one million kids received new clothes. For the first time, virtual gaming skins had a real-world impact.