#dndme for Dungeons & Dragons ︎
The Background
We worked with Dungeons & Dragons to engage with new and existing audiences on TikTok, in what became the first campaign on the channel for Wizards of the Coast.
The Activation
To celebrate the creativity of D&D fans, we devised a simple challenge: #dndme. Creators would show how they express themselves every day versus how they express themselves when playing Dungeons & Dragons.
We worked with Dungeons & Dragons to engage with new and existing audiences on TikTok, in what became the first campaign on the channel for Wizards of the Coast.
The Activation
To celebrate the creativity of D&D fans, we devised a simple challenge: #dndme. Creators would show how they express themselves every day versus how they express themselves when playing Dungeons & Dragons.
We reached out to a diverse group of comedians, cosplayers, gamers and make-up artists, and ended up working with an initial group of 50+ creators based primarily in the UK and US.
The campaign went live just two weeks after being conceptualised, and the results have exceeded all expectations: we achieved over 5 million views in just one month (currently at over 15 million views). The D&D community on TikTok embraced the challenge and created 250+ UGC entries. Most importantly, we helped D&D positively engage with their fans, and created a fun experience for all creators.
This campaign won Most Innovative Use of New Social Platforms at The Drum Content Awards. ︎
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