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Client
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Year

Objective

Counter Logic Gaming (CLG) faced a significant challenge: its League of Legends franchise, historically its marquee title, had endured multiple losing seasons, testing the loyalty of its existing fanbase. Simultaneously, CLG needed to spotlight its portfolio of other successful esports titles and players to foster broader engagement and cultivate a new wave of fans. The overarching goal was to unify the fanbase under a cohesive narrative while driving cross-pollination between titles and growing overall audience engagement.

Objective

Develop and execute an integrated campaign that:

  1. Unify the CLG Fanbase: Create a rallying cry to inspire loyalty and pride across all titles.
  2. Grow Fan Engagement: Drive cross-title engagement among existing fans while attracting new audiences.
  3. Amplify Brand Equity: Reinforce CLG’s identity as a storied, resilient, and multi-faceted esports organization.

Execution

Digital Content

  • Produced a series of high-impact video content pieces, highlighting CLG’s rebuilding efforts in League of Legends while showcasing triumphs in other titles.
  • Created short-form content for TikTok and Instagram Reels, emphasizing key moments and fan interactions to maximize reach and engagement.

Social Media Engagement

  • Implemented a coordinated social media push across platforms, encouraging fans to share their “Defend the Faith” stories, fostering a sense of community.
  • Developed interactive polls, challenges, and live Q&A sessions to deepen engagement and encourage fan participation.

Experiential Activations

  • Launched a “Defend the Faith” merchandise line featuring campaign-themed apparel, which sold out within weeks of release.
  • Organized pop-up fan activations during major tournaments, driving cross-title interaction and creating new opportunities for fan acquisition.

Results

  • Fan Engagement: Achieved a 20% year-over-year increase in social media engagement across all platforms, with cross-title interactions growing by 30%.
  • Audience Growth: Attracted 15% more new fans to CLG’s broader portfolio, with notable spikes in underrepresented titles.
  • Revenue Impact: Campaign-exclusive merchandise drove a 25% increase in ecommerce sales during the campaign period.
  • Brand Loyalty: Internal and external surveys indicated a measurable improvement in fan sentiment, with “Defend the Faith” becoming synonymous with resilience and unity.

Content