Owning always-on social for League of Legends
Details:
Role: Director, Brand Creative
Client: Riot Games
Agency: Ayzenberg
The Challenge:
Riot Games approached us with a challenge: how can we help engage League of Legends’ very specific player community in an authentic way, all while keeping them consistently entertained, every day, month over month? We became the first agency to partner closely with Riot on providing evergreen content for their owned channels at scale, creating daily content for X, Instagram, TikTok, and Facebook. Rising to this challenge meant building a dedicated team to live and breathe League social every day. In collaboration with Riot, we built a strategy of entertaining evergreen posts, ongoing content series, educational content leveraging gameplay capture, quick turn trending and reactive workflows, as well as social-first approaches to each new campaign
Results:
→ Winner of two Shorty Awards for best X Presence and best Community Management, plus coming in as a finalist in best overall Gaming Social
→ Won silver at the Clio Awards for Organic Social Media Post
→ Created over 400+ unique pieces of creative in year 1
→ Overall growth in positive player sentiment quarter over quarter in year 1
→ Garnered over 218M impressions, ~10M engagements, and increased total followers by ~500k in 2023
→ Driven by an increase in post volume of over 500% year-over-year, the League of Legends TikTok account has grown by more than 6x in year 1
→ Established Riot Game’s first ever external agency social AoR, which has been renewed year-over-year
Paul Wallace 