62 x VALORANT: Frag Artists
- 360 Marketing
In their quest to attract more FPS enthusiasts and foster their audience’s loyalty, Riot Games’ French office tasked us with creating a campaign aimed at Valorant’s community.
We chose to honor the gunslingers, the clutch masters, and the most memorable epic fails through a campaign celebrating Valorant’s Frag Artists.
The project had 3 distinct phases:
1. Teasing
We introduced the concept by showcasing influencers’ and pro players’ standout plays.
We launched a targeted paid media campaign aimed at FPS fans beyond the Valorant community, using cryptic messaging that mimicked a ticking clock to capture their attention and build anticipation for our #FragArtist campaign.
2. Community Engagement
We asked Valorant players to submit their best plays in 3 different categories; “Skill”, “Clutch” and “Epic Fail”. We meticulously selected a panel of Valorant influencers, each with a strong background in other FPS games, who have successfully established themselves within the Valorant scene. They formed our jury, entrusted with the task of choosing the best plays from the community’s submissions during a Twitch livestream.
We enhanced our audience targeting by retargeting users who previously engaged with our ads and re-engaged the FPS community to announce the contest and encourage players to submit their best plays.
3. Celebrating the Frag Artists
A dedicated #FragArtist stream helped make a first selection of the best plays. Then, the community voted for the best plays in each category culminating in a final vote to crown the Ultimate Frag Artist which Lalita claimed
Alongside the final social media activations, we launched a concluding paid media campaign to showcase the top-voted plays, now elevated with stunning motion animation. Winners in each category were gifted a personalized artwork of their play, transformed into a stunning physical masterpiece.
🏆 Vous avez élu le play de @Lalita_pro comme le plus artistique de ce concours !
— VALORANT France (@VALORANTfr) May 12, 2022
Félicitations à Lalita et merci à tous les #FragArtists pour vos participations 🎉 https://t.co/LIQ5Vwn6Uk pic.twitter.com/F0ACi4cn7C
The campaign effectively attracted FPS enthusiasts and strengthened audience loyalty by celebrating Valorant’s top players—the Frag Artists. By leveraging the synergy between a tailored organic social media campaign and complementary paid media efforts, we were able to reach out to and engage with a wider audience. This integrated approach highlighted the creativity and skill of the Valorant community, reinforcing Riot Games’ dedication to honoring its players.
#FragArtist
An ode to the beauty of VALORANT putting the light on the creativity of the FPS community.
Garage sécurisé en beauté. #FragArtist
— VALORANT France (@VALORANTfr) February 2, 2022
🖌 @HyPOfficial pic.twitter.com/CXvlVXyt6q
Notre jury d'exception est prêt à juger vos œuvres !
— VALORANT France (@VALORANTfr) March 14, 2022
RDV mercredi à 14h pour l'émission #FragArtist avec @WiPRenaud, @Emma_BLP, @Maylie_tv & @KittyyR6
🎙 Présentée par @LuttiLutti_ pic.twitter.com/lM0p71QJuE
Même avec un jury d'exception composé de @LuttiLutti_, @WiPRenaud, @Emma_BLP, @Maylie_tv & @KittyyR6, c'était bien trop compliqué de départager vos œuvres.
— VALORANT France (@VALORANTfr) May 2, 2022
À votre tour d'élire le meilleur #FragArtist dès demain ! 🎨 pic.twitter.com/6cCUIYHiyi
Deuxième 1/2 Finale #FragArtist 🎨 @novadamienirl vs. @Ayd1in
— VALORANT France (@VALORANTfr) May 5, 2022
Sondage en dessous ⬇ pic.twitter.com/KRZBeA4JEG
🎨 Appel aux virtuoses !
— VALORANT France (@VALORANTfr) February 21, 2022
Pur skill, clutch ou même epic fail... Partagez vos actions les plus esthétiques avec le #FragArtist.
Notre jury composé de @WiPRenaud, @Emma_BLP, @Maylie_tv & @KittyyR6 sélectionnera les grands gagnants.
