Creative Producer / Creative Strategist / Social Media Strategist
Campaign objective
Sometimes memes become dreams, especially when celebrating Fnatic's Counter-Strike team with a range of merchandise inspired by a social media meme.
Strategic insight
Counter-Strike's audience skews slightly older than most other esports, which required a different tone of voice. In 2018, I wrote a tone of voice that was more reliant on in-jokes.
The resulting effect was 'Knifnatic', a play on words with Knife and Fnatic.
Idea and campaign
When Fnatic's Counter-Strike team continually used their knife in-game, an extremely high-risk high-reward play, the moniker of 'Knifnatic' was born.
Instantly, I worked with creatives to make a new logo, and then with the merchandise team after continued success.
We then created a community tournament with AMD and other partners giving prizes, and incorporated the design into the CS:GO's successive tournaments.
Results
1K products sold direct-to-consumer.
3.4 million views with on Instagram.
4.3 million views on Twitter
4K concurrent viewers for the community tournament on Twitch.
