Overwatch is a first-person hero shooter video game, that has a wild, enthusiastic and dedicated fanbase. Below is a collection of organic social campaigns and reactive social I led my team of 6+ creatives to concept, develop and execute across social platforms while collaborating with creators and influencers, while managing client approvals, production and partnering with strategy and account to bring the work to life.
SOCIAL SPIKE WEEKEND
In February of 2026, Friday the 13th was immediately followed with Valentine’s Day, a perfect combo to win the internet for a weekend.
While social channels usually go quiet on the weekend, we generated over 1.4B impressions and 14.6 engagements, exceeding expectations.
Friday the 13th
On Friday the 13th we partnered with artists and tarot readers for a witch-themed day, based on knowledge that our audiences loves both witchy things and all things tarot. First we commissioned an artist for 6 tarot designs featured after the Major Arcana and our most popular Talon heroes. Then we commissioned two creators to give accurate readings for the characters and their audiences based on the cards. We got over 500k impressions from this content alone.
VALENTINE’S DAY
On Valentine’s Day we went sweet and fun sending out Valentine’s Day cards, surprise and delight in-game codes to people who interacted with our posts, and created a TikTok AR filter quiz for our fans—kickstarted by working with a creator to push it out to her followers first.
CATURDAY
On Sunday, which we lovingly dubbed “Caturday” (yes we know that’s closer to Saturday than Sunday) we went full cat. We partnered with Merv the Cat, and leaned into a very “meow, pspspsps” type language for all our replies and comments on social. With some silly content and a lot of reposts of “gamer cats”, we saw over 14.5M impressions.
GENERAL REACTIVE
Social moves fast. You have to be online to catch what’s trending, what’s relevant and how to connect to your audience. I developed a reactive strategy for the team, reserving some of our evergreen social concepting to be used for weekly reactive meetings to meet on what’s the biggest meme at the moment, or social trend. This allowed us to be more agile in the way we tackle social, and more relevant in hopping on trends.
