Owning always-on social for VALORANT
Details:
Role: Director, Brand Creative
Client: Riot Games
Agency: Ayzenberg
The Challenge:
Riot Games approached us with a challenge: how can we help engage VALORANT’s 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 VALORANT 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:
→ Created over 300+ unique pieces of creative in year 1
→ Garnered over 178M impressions, 6M engagements, and increased total followers by ~1.5M in 2023
→ Established Riot Game’s first ever external agency social AoR, which has been renewed year-over-year
Paul Wallace 