From the moment we launched The Continental campaign, one social insight rang loud and clear: fans loved The Adjudicator. Played by actor Katie McGrath, The Adjudicator stuck out in Feeds for her unique and striking look (have you SEEN her mask?!). Katie also had a pre-existing fan army from her roles in the BBC One series Merlin and the CW’s Supergirl.
Our objective was to leverage these passionate online advocates to spread buzz and excitement about the series by creating an effective graphic that spoke to these fans in their own creative language.
Develop a UGC-Inspired asset that looked like something fans themselves would make, yet with the polish and premium you’d see from a streamer. Strike the right balance of the two.
Choose the right moment to feature, one that would evoke a visceral fan reaction. In this case, we chose the character’s “turn” -- a major and intense plot point in the series that we anticipated fans would react to.
Design to the platform where this fan army lives. Since this was Twitter, we aimed for a motion graphic/animation that would auto-play and stand out in Feed.
Strong positive sentiment:
Strong engagement, all organic:
