Brawl Stars honoured at the 2020 Webby Awards
It’s always a great moment to see our work recognised with fist bumps, nods and, of course, the occasional gong. The big win for us is when the work hits - and exceeds - what we set out to do. Our bold approach to the Brawl Stars Global Launch did just that.
The Webby’s recognised our work by making Waste an honoree in the Social media campaign category. Thanks guys! The Webbys are the ones that everyone knows about and wants to get - including us, of course. If awards are Mean Girls, the Webbys are Regina George.
The global launch campaign was a fun one, and included paid media - now that’s a challenge.
Through social listening and data analysis, we found out that Supercell’s reputation for bumping off games had made the online community anxious… We played on this and created organic buzz in the community with a single still image. Are the characters fading off into the sunset or is it a new dawn?
The online community was triggered: the hashtag #dontkillbrawlstars started trending on Twitter and everyone wanted to know what this image meant. With this one static visual, no explanatory copy and no paid media, we generated several million organic impressions and an engagement rate of 26%. Pixels have never worked so hard before.
But that was just the beginning of the campaign - if we’ve got your curiosity, you can discover more about this project here.