Overview

As Square Enix’s long-term retained agency, June 2023 saw Fourth Floor support the launch of FINAL FANTASY XVI the latest, numbered entry of their flagship franchise.

Activity was implemented across the wider English-speaking territory.
Fourth Floor took on multiple aspects of the influencer campaign, creating a unified approach across paid and earned activity.

The Challenge

While one of the most beloved videogame franchises of all time, FINAL FANTASY’s rich, 36-year history can leave newcomers uncertain as to how to approach the series. In-keeping with the franchise’s strive to reinvent and innovate with each new title, FINAL FANTASY XVI created something new and distinctly outward-looking in terms of gameplay and structure, resulting in something fresh and welcoming to newcomers and franchise fans alike.

Messaging had to be tailored to reach and engage new players who might have previously felt the series was not for them.
Campaign had to communicate FINAL FANTASY XVI’s nature as a refreshed, accessible, standalone onboarding point for newcomers.
Messaging also had to reassure returning fans of a contemporary, modernised vision of the series’ core essence, spirit, and values.

Our Approach

Showcase Final Fantasy XVI’s revolutionised combat system and use it as a platform to reach new ARPG and AAA action game audiences. Thereby reinforcing the Final Fantasy series as a mainstream blockbuster staple, and broaden its appeal thanks to combat and story-telling innovations.

Create a landmark event around launch by activating key influential creators at specific moments during the campaign. This created timely cross-community conversation and increased reach across existing fanbases, whilst engaging new and diverse audiences.

Via partnerships with influencers new to the series, newcomers were taken on a shared journey of discovery with a POV that reflected their own. Through multiple content beats, they were welcomed to the hit franchise alongside their favourite creators. Content strategy took in the use of curated, illustrative gameplay content and broader, roundtable discussion of the game that explored its rich, diverse, and relevant qualities via relatable conversation.

Watch the full round table video above, or we have two clips from the event here and here.

CAMPAIGN LINKS Here is an assortment of clips from the campaign, where creators pinpoint aspects of the game that they really enjoyed: Jerma clip, Northernlion clip, CDawgVA clip, Ludwig clip, A_Seagull clip, Nyanners clip, Silvervale clip, Julien clip.

UTA CREATOR CLIPS
Pokimane:
Clip one, clip two, clips three

Fuslie:
Clip one

EARNED

Direct outreach to key English-speaking creators who were both current fans of the franchise and who would be interested in the new game, to drive groundswell earned support.

Digital key distribution to ensure a foundational baseline of earned content creation throughout the campaign’s life, driving constant visibility and conversation around the game.