THE RESULTS
FOLLOWER GROWTH
31%
That's Villa fans who had a go with the lens.
IMPRESSIONS
600,000+
Across both videos.
ENGAGEMENT RATE
8.1%
Fans who posted across social media or DM'd their network.
VIDEO VIEWS
850,000
The pool of entrants, of which one will win 2022/23 season tickets.
LAUNCHING A CS:GO TEAM TO THE WORLD
THE IDEA
HEET came to us with a dilemma; how do they announce their arrival on the Counter-Strike scene as a predominantly Valorant focused org, making a splash and marking themselves as a serious contender to the esports behemoths established in the scene with the signing of the underdog roster DBL Poney?
The idea stemmed from one common theme – being different. A standard frag movie and welcome photo was simply not going to cut it here if we wanted to make noise. We wanted to create something high production whilst not taking ourselves too seriously, and thus Operation DBL was born.
The announcement went down a storm in the esports community. Driving over 510k Impressions, over 90k Video Views and a 31% growth on social following. Fans from all over the globe heaped praise on the team for doing something different and creating better announcement content than ‘bigger’ organisations.
THERE'S ALWAYS A PLOT TWIST...
But we weren’t done there...
With news of the team signing leaking out a couple of weeks earlier, we could have quite easily folded to the demands of ‘Announce DBL Poney’ that were flying in every single day. Instead, we leaned on a tried and tested content format in the DBL community and released #DBLAnnounced – a nod to the community who’d been so expectant.
Our ability to understand the community was incredibly well received, with the 20 second video driving a further 95k Impressions and an outstanding 8.1% engagement rate.
The announcement has provided a springboard for HEET to create Tier 1 content, an incredible graphical rebrand (read more about that here) and build an engaged and loyal community of fans – not bad for an org only 12 months old at the time!