Victory Fanfare Influencer Campaign
Challenge
We were tasked with injecting FINAL FANTASY VII: REBIRTH, the second installment in the reimagined 1997 classic playstation game, into the cultural zeitgeist ahead of its launch through it's iconic Victory Fanfare tune.
Solution
We created an influencer campaign centered on celebrating victories, both big and small, and turning the tune into a TikTok sound and a call to action: “Show us your wins!" This simple yet universal idea encouraged TikTok users to share their triumphs.
A Cultural Moment
Our campaign kicked-off with Final Fantasy fan Kyle Juszczyk of the 49ers and his wife Kristen, a fashion designer and TikTok celebrity. Days before playing in the Super Bowl, Kyle launched his TikTok channel with his own Victory Fanfare content. His wife then did a #duet, exposing her more broad and massive fanbase to our collaboration.
The posts went viral, beating Kristin & Kyle’s social view benchmarks by 150%.
A Grassroots Movement
Next, we engaged with over 30 content creators across gaming, comedy, fashion, and music to amplify the campaign. We coordinated posting to create a UGC blitz and cause FINAL FANTASY VII: REBIRTH to have a social moment.
Here are a few of the highlights:
TikTok Pet Effect
Everyone loves pet filters, and animals are core to the FINAL FANTASY fandom. We created a TikTok effect to adorn our furry friends like the mischievous and beloved character Cait Sith. We partnered with pet content creators to celebrate their pet's wins, and spread the word about our filter. Even the game's director Naoki Hamaguchi posted his cat Musashi!
Owned Channel Original Content
Finally, we needed fan centric content coming directly from Square's owned channels, so we filmed and edited a series of fan-on-the-street style interviews to capture peoples best victory poses and excitement about the characters.
Results:
My Role
As Associate Creative Director, I co-led campaign ideation with the Creative Director and collaborated on campaign big idea, strategy, and concepts with our copywriters, strategists and creative team. I worked with our art director on execution, providing final approvals on content creator scripts, feedback, and edit direction. I led client contact regarding creative, approvals and feedback.
The Team
Allison Werner & Tyler Newman (Account Directors), Kayla Shay Roebuck (Art Director), Kevin Perry (Copywriter), Lily (Copywriter) Jason Berk (Head of Social/ Strategy), Brett Bimson (Executive Creative Director), Sally Pless (Producer)
The Agency
Unfold Agency 2024