for Dungeons & Dragons

We worked with Dungeons & Dragons to engage with new and existing audiences on TikTok, in what became Hasbro’s first campaign on the channel.

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 2020’s The Drum Content Awards.