My approach to social media isn't for the faint of heart. It's data-driven, it's weird, & it works.
Sometimes you just have to make a normal, straightforward post. And that's okay! But these are... not those posts.
This was my pet project. When I took over the @SmitePro Twitter account, we had about 126,000 followers. But we were only peaking at around 2.1 million impressions and 70k engagements for our biggest marketing beat, the SMITE World Championship. After a lot of data-driven strategizing and a radical change in brand voice, the account grew rapidly. A few years later, our SMITE World Championship social campaign reached 9.1 million impressions and 691k engagements.
As the SMITE Pro League expanded with multiple sub-brands at both the pro and semi-pro level, I was charged with ensuring that our pro league team brands were able to establish a strong presence on Twitter and posted with unique brand voices. After creating each team's brand identity, I worked directly with our pro players to help develop individual voices for each account based on their most notable personalities. We implemented these accounts in a way that successfully recreated the feeling of organizational rivalries, and accrued a total of 37.6k followers across all eight accounts. I was even able to set up a backdoor localization pipeline to support a dual-language account for a Spanish-speaking team!
Strategizing unique approaches to sponsored & partnered posts was some of the most fun I had while running these social media accounts. I enjoyed finding ways to promote these brands that felt authentic to our audience, and almost made them forget that we were trying to sell them something or raise brand awareness around a marketing beat. Our partnership with Alienware led to an iconic "you're telling me an alien wore this???" line that we couldn't have scripted if we tried. Our partnership with Maxnomic led to some of the most unhinged on-air advertisements I've ever seen.
I even got to partner with Nickelodeon's marketing team to help draft some social copy for SMITE's first major crossover battle pass -- Avatar: The Last Airbender!
