Infuse maker culture into VALORANT’s creator ecosystem
Details:
Role: Director, Brand Creative
Client: Riot Games
Agency: Ayzenberg
The Challenge:
Riot Games challenged us to build an influencer campaign capable of connecting with core and prospective VALORANT players in a meaningful and authentic way. To do this, we infused maker culture into the VALORANT ecosystem by commissioning creators within the unique crafts, urban art, and music spaces to produce tangible works of art that highlight the mastery of their craft (mastery being a key motivation for our players). In the first campaign, these diverse makers created content across environmental miniatures, nail art, music, and sand sculpture, with 11 creators making a total of 35 content pieces. The campaign was so successful for Riot that they engaged us to repeat the campaign with new makers in celebration of VALORANT’s new Agent named Clove. For this second campaign, we worked with 7 creators making a total of 16 content pieces, and continued to solidify VALORANT as a cultural force for “mastery” across social
Results:
→ 93% positive net sentiment across all posts, increased to a 96% positive net sentiment for the second iteration of the campaign
→ 8.6M video views with 676k total engagements across both legs of the campaign
→ TikTok engagement rates performed 2.1x above benchmark in phase one, and then 3.6x above benchmark in phase two
→ Generated a 10x ROI for client
→ 55% message penetration for the new Agent, Clove
→ Such a successful program that client made it a recurring engagement with our influencer team
Paul Wallace 