Creative Strategist / Social Media Strategist / PR Manager
Campaign objective
Boca Juniors are a world-renowned fan-owned football club with well over 200,000 paying members (socios).
Although best known for their football, Boca are a multi-disciplined club who sought to represent their members in esports.
They wanted to announce their Counter-Strike team in a way that reached the most amount of gaming-native people.
Strategic insight
I had hired a localisation expert from Argentina for several projects already, and it led directly to contact with Boca Juniors, one of the largest football clubs in the world.
They had entered League of Legends, and planned to enter CS:GO. With Fnatic having an existing CS:GO audience and also wanting growth within Latin America, I sought an opportunity to combine the two audiences for maximised engagement and press.
Idea and campaign
Fnatic historically had a Swedish lineup in CS:GO, and Boca Juniors' colours originated from a Swedish merchant ship arriving in Buenos Aires.
In a several month tease, Fnatic used their following to engage with their existing CS:GO fanbase as well as a Latin American audience by utilising local memes.
This culminated in an eventual video announcement on Fnatic's channel, which was a first-of-its-kind 'introduction' made by a collaborating team.
Results
3 million views over a six tweet campaign.
30K Twitter engagement.
65 million Instagram reach.
Global press including on TyC, Argentina's largest sports TV channel.
