As marketers, we always have to reinvent the wheel. The launch and online community building for the first year of VALORANT presented many challenges and opportunities necessitating reinvention. With IRL tactics suddenly off the table, Riot Games' VALORANT team doubled down on social media to create an innovative social-first approach that won the market.
This talk with Nikki Lewis, Marketing Lead, and Casey Clough, Brand Manager, explores three examples of that; with a lens on how we view social media not as a channel, but as a forum for connection:
- Building a brand online during COVID
- Redefining “success” on social
- Reaffirming our commitment to inclusivity
Nikki Lewis, Global Head of Marketing, VALORANT, Riot Games
Casey Clough, Brand Manager, VALORANT, Riot Games
Danny Wright, Chief Brand Officer, Adweek