In May 2018, Overwatch released the Pink Mercy skin in a partnership with the Breast Cancer Research Foundation. The skin came in a bundle available for players to purchase, with all proceeds being donated to BCRF. The skin was an instant fan-favorite, with the community constantly asking for and speculating about its return. In June 2024, Pink Mercy made her return in a renewed partnership between Blizzard and BCRF. Our objective was simple: raise awareness for this extremely worthy cause.
Mutiny set out to win the internet on June 13 with a slow tease into the big reveal of Pink Mercy’s return. That morning, we responded to dozens of posts that were asking for Pink Mercy’s return going back six years. The responses were cryptic, not intended to confirm the return of the skin, but to drive intrigue and awareness. We followed up this behavior with a social content video confirming that Pink Mercy was back. We then posted a series of assets in support of the partnership launch on June 25, including a launch video, a series of beauty stills, and a social toolkit to allow our community to further show their support.
All of our creative stayed grounded in the reality of Breast Cancer research and awareness, with content maintaining a serious yet optimistic tone.
Fans were loud about Pink Mercy’s return, with Pink Mercy and BCRF fan content reaching 203,000,000 people. Our owned content as a whole generated nearly 22M impressions and 5M video views across social channels. Our Pink Mercy Returns reveal video, with collaboration support from BCRF, garnered nearly 10M impressions across all social platforms alone. Pink Mercy Trended #6 on twitter/X Globally on June 13 and earned organic press pickup from Forbes, Xbox Wire, Kotaku, Dexerto, PC Gamer and more.
