Managing content creator communities, just right
Just manages content creator communities in partnership with video game publishers. They set creative challenges for content creators to incentivise authentic grassroots UGC aligned with the publishers’ marketing aims. These challenges take the form of competitions, with the best entries winning cash prizes and having their content amplified as paid media.
Background
Originally taken on as a freelance community consultant in 2023, I was then hired full time as a Content Manager before being promoted to Senior Reward Manager, a position I still hold part time.
Solution
In true startup fashion, I wore many hats: community manager, writer, editor, competition judge, player-acquisition consultant, growth strategist, social media manager, influencer marketer, project manager, partnership manager, and more.
Community Management
Paid Media
User Acquisition
The core of my role was managing our partnered content-creator communities. I was responsible for individual budgets up to $100,000, used to stimulate and amplify content that acquires, engages, and retains players. I managed competitions and communities for game publishers including Frontier, 505 Games, SEGA, Thunderful Games, Yogscast, Super Rare, and many more.
One of the communities I was in charge of was our longest running and most successful: EVE Online. Over a three-year period, I managed the game’s creators, built a strong working relationship with publisher Fenris Creations, and developed over 600 unique content-creation challenges that led to jaw-droppingly good videos, artwork, third-party websites, and more.
These pieces of content racked up millions of combined views and clickthroughs to the EVE Online download page, strengthened and expanded EVE’s creator community, and helped the studio to hit key marketing beats.
Results
• Average CPV: $0.006
• Average CPC: $0.07
• 20m+ views since Jan 26
• Fenris renewed their EVE partnership time and time again, expanding the partnership to include EVE Vanguard
“Adaptable and attentive to detail, Alex is one of the most capable, creative, and pleasant people I've ever worked with. He showed endless creativity - a multi-step ARG adventure with many coded clues was a particular highlight - and wrote outstanding copy to describe them with precision and verve. Beyond excelling in the core of his role, I and everyone else on the team could always depend on him not only to nail whatever additional tasks we put in front of him but to find his own and nail them too. I've no hesitation in recommending him.”
Richard Scott-Jones, Head of Content at Just