Call Of Social
Activision · We Are Social · 2023 · Role: Executive Creative Director
Within four months of launch, localized content was outperforming global assets by up to four times, driving sharp engagement growth across both territories.
See the channels on Instagram: Philippines and Singapore.
How do you win over 800,000 players in two countries with one global playbook?
Activision was running two very different gaming communities, over 800,000 players across Singapore and the Philippines, off a single global social playbook. That’s like telling the same joke to your grandmother and your college roommate, then wondering why only one of them laughs.
Filipino gamers run on national pride and competitive spirit. Singaporean players run on sharp humor and local banter.
The idea
Instead of a bland compromise that pleased nobody, we built two separate voices from scratch, one for each country.
What I did
Led the pitch team that won the Activision social business.
Worked with strategy to build a hyper-local content framework.
Built and directed a team of gamer-first creatives, so every post came from people who actually spend their evenings in the game.
Want to talk about work like this?
Email me or find me on LinkedIn.