HBD to the most Tweeted about game 🥳
Genshin Impact is an RPG game born in the year of the pandemic. As the world locked down, people were stuck at home and turned to the world of Genshin to escape.
The fandom of the game was so strong, it was the most Tweeted about in 2021. And as the game turned one years old, they turned to Twitter to see how they could connect with their fans on a deeper level with an initial ask of building a microsite.
Seeing the potential of the game’s presence on Twitter, we reframed the ask and convinced the client of Twitter’s superpower; Conversations. From there, launching one of the most successful gaming campaigns for the Greater China export business on a global level.
My role
Creative Direction
Social Media Strategy
1 | Start with a familiar bang
Put a face to every Genshin Impact character hashtag with 39 Character-branded Emojis.
2 | Get personal
Get fans to share their best one-year stories with Genshin to be featured in the first Genshin scrapbook via a platform feature; Twitter Moments.
View fan stories here 👀
3 | Reward fans
We built a mini in-app game where fans can participate in a fun shaking challenge to unlock game goodies.
Experience the mini game here 👀
In collaboration with
Twitter Next (Greater China), Xaxist Production