Context
To support the release of the long-awaited Dawn of War 4, we worked with Plaion to build their social media strategy from announcement through to launch.
From the grim to the informative, every piece of content we produced was designed to meet fans' expectations and feed the hype beyond the core.
Challenge
Creating a high volume of content with only the reveal trailer, short gameplay snippets and Warhammer 40K lore as our source material.
We also had to be innovative in our concepts while remaining faithful to the original assets. Our posts had to resonate with hardcore Warhammer fans, who appreciate our expertise on the 40K universe, while also making sure they weren’t too niche for fans of other RTS and strategy games.
Idea
All are welcome on the unforgiving, blood-soaked battlefields of Kronus. Our social media strategy is a unified call to arms for franchise fans and beyond, based on the spirit of the classic 40K quote: “At last, back to war”.
We pushed our concepts to capture the essence of what first captivated longtime fans: the game’s fantasy and deep lore… but in a way that doesn’t shut the door on newcomers. It’s a fine line to tread, but every piece of content we put out was designed to make the richness and complexities of the game’s lore enticing for all.
Our Approach
Our posts were devised primarily around three key content areas: the game and its mechanics, the four factions and lore-inspired roleplay.
Every piece was adapted to suit the style and behaviours of each platform, while remaining consistent with the world and spirit of the game. Even if social TOVs tend towards the light and upbeat, we always kept at least one foot in the realm of the grimdark.
With social listening, we adapted our content throughout the campaign to respond to fan reception on different platforms, prioritising certain content types and, ultimately, making sure fans always got a little taste of what they were looking for.
Results
- 75 posts across 3 platforms
- 54K engagement
- 2.7M views
- Countless Waaaghs!