resident evil village on tiktok
Program OVERVIEW
I was thrilled when Capcom challenged us to pitch innovative ideas for the recent Resident Evil installment of their franchise: Resident Evil Village
My focus was to come up with the Influencer activations plus help develop the TikTok channel for the franchise as a whole, write copy, post to it, and manage the incoming comments. I led the charge for the Resident Evil TikTok channel, personally writing all copy and posting video content on the verified Resident Evil Channel. Teaming up with my colleague, Lexi, we created a host of TikTok video posts that intersected trending TikTok sounds with Resident Evil Village game content and on-the-nose meme copy.
My favorite post happened on a Saturday morning. I sat down to post a fun meme video on the Resident Evil TikTok channel and thought, “what would gamers find relevant?” In less than 24 hours, the “How I went from this… to this” Lady D post generated over 1M views and tripled (3x) the followers for Resident Evil on TikTok.
CHALLENGE
Drive mass awareness, engagement and sales for Resident Evil on TikTok with youth audiences.
APPROACH
Create and grow a new Resident Evil TikTok channel showcasing key scenes, characters and gameplay moments
Source and activate top Influencers to create comedic Duets by reacting to Resident Evil Village’s viral character Lady Dimitrescu
RESULTS
Built and grew the REV TikTok channel from 0 to 500K followers
12 Influencer Posts delivered 17 Million Organic Views
72 Channel Posts garnered 46 Million Organic Views
14% Overall Engagement Rate
5.7 Million Units sold across all platforms
resident evil village - sizzle
@residentevilvillage - “Lady D Glow up”
[LEFT] I managed the Resident Evil TikTok channel for the launch of Resident Evil Village (2021). This was the first time Resident Evil had a TikTok channel, so we helped them develop a unique editorial voice and designed the content to drive views and engagement with fans.
In the lead to the game release, I posted this “Lady D Glow Up” video with a trending TikTok sound “This to this” to see if it would take off. Having worked in gaming for many years, I selected a compelling thumbnail designed to capture attention and drive engagement. [BELOW] Fun screencaps showing how our target audience reacted.
This post went viral, generating 3.6 Million views, 500K likes, and over 6K comments. It also tripled (3x) the Resident Evil TikTok channel followers. Needless to say, this was a “W” - as the gamers like to say.
