Context
For the release of the long-awaited Dawn of War 4, we worked with Plaion to build their social media strategy from the game's announcement through to its launch.
Producing high-quality content that would meet fans' expectations and feed the hype.
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Challenge
The difficulty was the need to create a large amount of content with innovative concepts that generate interactivity, built with only the trailer and the expansive lore as our core materials.
We also had to be very creative in our concepts while remaining faithful to the original material. We had to resonate with expert fans of the franchise, who appreciate our expertise on their universe, while also welcoming new fans from RTS and strategy games.
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Idea
Our whole social media strategy is a call to arms for the fans and beyond.
We pushed our concepts to bring to life what first captivated longtime fans but in a welcoming way: the game’s fantasy and deep lore.
Our Approach
Our posts focused on showcasing the game, its mechanics, and factions, while immersing fans in the world with lore-inspired, role-play style copy. They adapted to each platform’s style, without ever straying from the world and spirit of the license.
We adapted our content throughout the campaign to respond to fan reception on different platforms.
With strong community engagement, we had the opportunity to receive feedback on content that was appreciated or anticipated, helping us to adapt our content all along the campaign.
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Results
- 2.7 M views
- 54k engagement
- 75 posts
- 1 gigantic Waaagh!