Mojang (Microsoft) / 2024
Shape Your World
I helped the great folks at Eidra extend Minecraft's 15th anniversary campaign, Shape Your World, by partnering with a dozen creators on TikTok and Instagram to celebrate the game. That resulted in: 149M total views. 14.5% engagement rate. 13.86% average content completion. $2.15 cost per mille.
Product
Minecraft
Role
Creative Lead
Audience
Potential new players beyond the core Minecraft audience, who might have heard of the game but never tried it, and lapsed fans who needed a reason to come back.
Skills
Problem
While most Minecraft fans knew their favorite block-buster game was about to turn 15, those who were vaguely familiar didn't.
Solution
Invite new audiences to join the celebrations by having Minecraft appear in unexpected ways in the real world.
Insight
Creators on TikTok and Instagram already craft amazing real-life things. We challenged them to bring Minecraft to life their way.
Video
Awards
Cresta 2024
Social Campaing
Cresta 2024
Influencer Campaigns
Lovies 2024
Best Creator Partnership
Gallery
