My Role
- Launch Coordination
- Persona Marketing
- Social Management
Client
- Warner Bros. Games
- Warner Bros. Discovery
The Challenge
The lead-up to the launch of Gotham Knights required a delicate balance: we had to introduce a brand-new combat system and narrative without the presence of Batman.
Over a critical six-month window, the goal was to convert legacy “Arkham” fans into Knights players, manage community expectations around the four distinct protagonists, and drive day-one digital downloads across multiple platforms through a high-frequency, “always-on” social presence.
My Role & The Solution
As part of a select collective of external agencies, I managed the comprehensive social media campaign from the final pre-launch sprint through the heavy post-launch window, focusing on character-driven engagement and community-led content.
- Character-Centric Content Pillar: I developed a strategy that treated each of the four knights (Nightwing, Batgirl, Robin, and Red Hood) as distinct “sub-brands.” By creating platform-specific “Combat Spotlights” and deep-dives into their unique gear and abilities, we gave fans a reason to get invested in their favorites before the game even dropped.
- Community-Led Social Listening: I implemented a real-time feedback loop during the pre-launch developer Q&As and gameplay reveals. I used these insights to pivot our social messaging, addressing common fan questions about co-op play and customization directly in our feed, which significantly lowered consumer friction.
- Launch-Week “Strike Team” Management: During the October launch window, I orchestrated a high-velocity “First Look” campaign, leveraging influencer partnerships and coordinated community challenges to flood social feeds with player-generated gameplay, creating a sense of “FOMO” (fear of missing out) for non-owners.
Impact & Results
The six-month campaign successfully navigated a competitive Q4 release window, resulting in peak engagement levels and high day-one player sentiment.
- Massive Follower Growth: Across the six-month period, our character-focused storytelling led to a 25% increase in total social following (over 300k new followers) across TikTok, X, and Instagram.
- Viral Combat Spotlights: The “Nightwing” and “Red Hood” gameplay trailers, which I optimized for vertical video platforms, achieved over 10 million combined views within the first 48 hours, becoming the most-shared content in the game’s history.
- Positive Launch Sentiment: By proactively addressing community concerns through our social “FAQ” series, we maintained a 78% positive sentiment rating during the volatile launch week—a significant achievement for a major AAA title release.
- High Conversion ROI: Our targeted social “Shop Now” links and pre-order countdowns delivered a 12% higher click-to-purchase conversion rate compared to previous studio titles, driving substantial early digital revenue.