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VALORANT on TikTok
Context
Breaking VALORANT into a platform with many unknowns —TikTok while introducing the launch of VALORANT’s new game-mode, Team Deathmatch. Subsequently, we were also tasked to create TikTok content to support the launch of Premier and the new map, Sunset.
The Creative Approach
We took a very different approach as the TikTok space rides on entertainment and trends. As such, we de-prioritised directly talking about the product, dropped rigidly employing a brand tone and most importantly — created content that’s snappy, relatable, funny and most importantly, hyperlocal.
2023
Client: RiotGames
Agency: GOODSTUPH Singapore
Creative Leads: Jason Yong (Art), Rachel Fung (Art), Darren Silva (Copywriter)
Art Directors: Hasabi Bilal, Milaphat Kittikasemchai | Copywriters: Jaruuwan Chuenchusri , Azzura
Video editors: Cornelia Lambertus, Long Nyugen
The MARKies Award 2024 - Most Creative Content Marketing (RiotGames VALORANT)
We saw a 312% increase in page growth and 360% increase in average comments in Thailand. Meanwhile, in Indonesia and the Philippines, average shares shot up by 554% and 53% respectively.
With this success, we were then tasked to create and continue building hype for the game on TikTok, but this time for Premier — a tournament game mode, allowing players a chance to reach the professional scene.
2023
Client: RiotGames
Agency: GOODSTUPH Singapore
Creative Leads: Jason Yong (Art), Rachel Fung (Art), Darren Silva (Copywriter)
Art Directors: Hasabi Bilal, Milaphat Kittikasemchai
Copywriters: Jaruuwan Chuenchusri , Azzura
Video editors: Cornelia Lambertus, Long Nyugen
The MARKies Award 2024 - Most Creative Content Marketing (RiotGames VALORANT)
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