Creative Producer / Social Media Strategist / PR Manager
Campaign objective
To surpass Worlds 2019, which was based on a European theme, and become the most talked about team globally.
Strategic insight
After years of increased brand recognition within League of Legends, Fnatic was perhaps the most popular team in Europe.
But there were clearly growth regions where no team could realistically compete at the World Championship and therefore had no team to support during the latter stages of the largest esports tournament in the calendar.
These areas were primarily Portuguese-, Spanish- and Japanese-speaking.
I had engaged directly prior with Spanish-speaking Latin America with help of localisation experts. During 2020, I'd also produced a campaign for a large Brazilian content creator to join Fnatic Network, as well as launching the Fnatic Japan social media channels.
Idea and campaign
The Worlds 2020 campaign had two clear steps, one dedicated to foreign language growth and one to advocates and newly converted fans.
The play-in stage of the League of Legends World Championship is an early stage where minor regions compete to enter later rounds. Brazil, Japan and Latin America (Spanish-speaking America) each sent a representative. Whilst the team waited for their gamedays, Fnatic's social media focused on engaging with these representatives as well as their fans in their own language and using their own memes.
When the mainstage of the tournament took place, the visual identity and jokes introduced during the play-in stage shifted to a global tone of voice. Given that the tournament was taking place during COVID and therefore without a live crowd, the tone was especially chosen to remind the audience that we are globally coming together in spite of our shared circumstance.
Results
7 million YouTube views.
85 million Twitter views.
65 million Instagram reach.
40 million Facebook reach.
Widespread press including from ESPN, Sky Sports and Forbes.
