Context
In 2016, Overwatch cut through the haze of cynical military shooters and reductive deathmatch with a vibrant, collaborative cast of characters. Millions flocked to a world that stood for optimism, bravery, teamwork, and a brighter tomorrow.

In 2022, Overwatch 2 needed to recapture this magic while introducing a worldwide audience to a new, free-to-play offering.

We partnered with Blizzard as the Overwatch 2 Agency of Record across all organic social channels, including the creation, strategy, launch, and ongoing content for the official Overwatch TikTok channel.

My Role
I was the lead agency-side strategist from 2022 - 2024, and then moved into a strategic oversight role.

Approach
Re-capture the love of Overwatch through our strongest asset: our Heroes.

Execution
In addition to being the social agency of record, we capitalized on the hype of launch and the growth of TikTok as a platform by creating the official Overwatch 2 TikTok account.

Results
Overwatch 2 broke day-one player records for Blizzard, surpassing targets and delighting audiences worldwide. The focal point of our social presence, Overwatch TikTok, has become a beacon of positivity, engagement, and inspiration for our community, and has grown to over 1mil followers organically.