With the announcement of the new Yatagarasu Kiriko skin, we knew our Overwatch social channels had to be the first place to reveal this skin’s…interesting feature. The Overwatch community has an endearing persistent fascination with the feet of our heroes, and are quick to remind us of that in the comments across social media. With that in mind, we set out to win the weird side of the internet for a day through an engaging moment with a hero’s grippers.
Our goal was to drive silly and ridiculous conversation around this moment through a simple video, zooming in on a close up of Kiriko’s toes, and copy that would spark community conversation. We posted this late in the evening to capitalize on the weirdness of this moment. Additionally, Overwatch creators received a preview of the skin during the game’s embargo release, but with the feet “censored” to build anticipation.
This single post generated over 17M impressions and 44K engagements, making it the highest performing post in all of 2024. Due to this post, earned reach, earned engagements, and total brand mentions surpassed what we saw for the previous season launches, and drove our mentions 70% above what we saw on the season launch day. This moment sustained conversation within this unique corner of the Overwatch community, and allowed the brand to participate in community conversation in an authentic way.
