Creative Producer / Social Media Strategist / PR Manager
Campaign objective
Introduce Fnatic Network, a new affiliate creator programme, to a wider audience.
Reach a Brazilian audience, the largest growth region in esports for both followers and engagement.
Strategic insight
The Brazilian esports scene blossomed after Europe's, but has grown much larger and louder since.
If Fnatic Network was to reach numbers necessary to justify press coverage in its initial months, I knew it had to be with a creator with a large enough audience yet wouldn't come at a huge premium.
Idea and campaign
The happy medium between large audience and low premium was met perfectly with Jovirone, a Brazilian League of Legends streamer.
I began working with a Brazilian game expert and translator months prior, knowing that Fnatic's social media pages should slowly start writing in Brazilian-Portuguese over a matter of months.
Results
8 million Twitter views during the announcement.
500K views on the YouTube announcement.
Record announcement for a creator signing for Fnatic.
Global press which included Fnatic Network as part of the release.
