To deep-dive on just one example, let’s look at what makes a post like our Briar “muted words” creative so special. Briar was a new League of Legends champion released this year, and our team created an entire campaign of bespoke social creative to support her release - from cooking videos, to hangry gifs, to Tumblr memes, to ability spotlights, and more. All of these posts were performing well, yet when the Briar key art dropped, all conversation on social went to just one place - the way her feet were so prominent in the key art. This could have been a campaign ending moment on social, yet instead we aligned with client on a strategy to lean into the skid and do something that only social can do. Our response was a real time, platform-specific post that could only be done on X, and could only come from @LeagueofLegends. Using Twitter’s native mute tools, we announced to the world, “If your tweet contains these four words, League of Legends isn’t gonna see it.” By capturing the zeitgeist of the moment, and by speaking a language only social can speak, this post garnered over 30K likes and became the most-engaged champion X post of the year, generating endless memes, riffs, and fan art, resulting in over 175% more mentions for Briar than any prior champion that year and over 4.6M earned engagements.