Slashing beats with sabers. Wild. not to our global following of beat saber fans.
for the past year, I've worked with special guest, a creative production agency, to craft and launch a successful always-on-social program. As the lead ACD, I co-manage the day-to-day workstream and budget with my social lead while maintaining approvals and updates with brand & creative leadership.
moving at the speed of social isn't an easy thing to do at a corporate tech giant like meta, but we've gained trust and shown results. thus far, we boosted our youtube following by 27k followers and are about to crack 100k followers on IG. one of our TikToks got over 10k new followers in one day.
This is one of the only successful social teams currently at meta that has been able to show these kinds of results. it's a testament to my agency & internal teammates as we've been aggressive about keeping layers of approvers off our workstream (sorry not sorry).
to date, my team's remit has grown to include launch concepts for beat saber's Music packs with global musical artists.
Creative directors: amanda hughes-watkins & Dafna Garber
Social LeadS: Beck Brunton & Kristen Spaulding
Community lead: zuzanna cinkova
Lizzo Music Pack
legendary singer, Lizzo, is a natural brand fit for Beat Saber. Any body can pick up their sabers and slash a few songs, whether they play easy or expert+. Check out the launch trailer, led by my GCD/ECD, and the supporting social-first campaign assets developed by my team. assets include an interview with the choreographer who created a unique, lizzo-inspired slash dance for the campaign video.
@itsseanbankhead Throwing it back to that time when I choreographed the #BeatSaberxLizzo brand campaign film. Congrats @lizzo on your #Grammys win! @beatsaber #ad ♬ original sound - Sean Bankhead
Blink and you'll miss it – I actually have a starring role in the new @lizzo mixed reality trailer https://t.co/GOppitq7MX pic.twitter.com/IQqENUfDKa— Harry Baker (@hjbaker_) October 7, 2022
the senior editor of upload Vr organically reposted himself playing on launch day :)
mhmmm why are iconic rock songs being added to beat saber?
a huge population of players are mega rockers. it's not all techno beats and bass drops. this mixtape is one of our best-selling, and my team made sure no one missed the launch.
@beatsaber always on social
With no brand guidelines, myself and agency developed a baseline tone of voice and visual guideline to help us refine. The hypeman became beat saber's brand persona across youtube, Instagram, tiktok, and twitter (until it went crazy). In this recurring concept, #Wordstomoveby, you can see our strategic pillar, movement & excercise come to life through our hypeman persona.
Our community took notice of our shift in tone of voice :)
These recurring playlists were curated to challenge our active gamer community weekly with a mood-themed set of songs to slash to.
reacting to social trends
pending the social trend and if it was relevant for our brand to get into the conversation, my team would quickly concept and create an asset to post, sometimes in half a work day. the result on the right was one of our most successful social posts to date.
Slashing through the holidays
always on, means always on, from Halloween to v-day. Here's one of our most popular holiday concepts, a series of dating profiles only beat saber players will love.