Social
Media
Copy
I’ve spent the last few years deeply immersed in social media, mastering the art of developing brand voice and leveraging that voice to engage and expand global audiences.
When used effectively, social media tells your brand story to an audience that wants to hear it. It’s a mutually beneficial exchange of ideas that can lead to genuine emotional investment.
Social media allows for very real conversations with the people who matter most: your customers. That conversation starts with good copy.
Remember: If your post copy doesn’t immediately impress, your audience has already moved on.
Blizzard Entertainment
Diablo IV + Vessel of Hatred
I was brought on six months before the release of Diablo IV. As the primary social media copywriter, it was my job to help shape the tone and language of every social media channel and to generate excitement for the upcoming launch.
Diablo IV released to extraordinary financial and critical success. The following years were filled with creative activations, ambitious content, and constant cross-team collaboration to support the live-service model Diablo IV utilizes to keep players engaged.
The Diablo social voice is truly unique: singularly dark, subversive, dramatic, and most importantly, fun. Working with that voice and contributing to such a rich legacy of content has been a high point in my career as a writer.
Over the past two and a half years, I’ve played a key role in shaping the voice of the Diablo brand, writing or contributing to nearly every piece of social media copy across all platforms.
From lighthearted community posts to sprawling global activations, YouTube scripts and descriptions to deep lore explorations, I’ve mastered the Diablo voice across countless campaigns and artistic mediums, with massive results.
To get a sense of that work, spend some time browsing the Diablo social channels below and then scroll down for a few selected highlights.
The following are a few of the many high-performing posts I wrote while working on the Diablo IV social team:
Timeline of Sanctuary
This timeline lays out the long and bloody history of the fictional world of Sanctuary, where Diablo takes place. It also revealed a key date that had never before been public, sparking enthusiastic conversations on Reddit and beyond.
The piece involved close collaboration with the lore and narrative teams to ensure accuracy, and was well received by franchise fans who always hunger for new lore.
Duriel’s Offering
Duriel’s Offering was an ambitious and remarkably successful Earth Day activation, where we leveraged in-game lore to drive real-world change in a typically macabre fashion.
By partnering with wildlife rehabilitation center Tiggywinkles, we planned an unusual reactive campaign: for every 25 likes, we would donate one bucket of maggots to hungry birds, with the goal of 666 buckets – or 30 million maggots in total. That involved writing a LOT of post copy, in addition to reactive efforts.
We reached that goal much faster than we anticipated, and it became the most engaged organic cultural moment for Diablo IV on Twitter/X, reaching over 41 million and generating over 1.9K supporting social mentions.
It also won a Shorty award… but more on that later.
What’s Your Vampiric Nickname?
Every new Season of Diablo IV has a distinct mechanical and aesthetic theme, and in Season of Blood, that theme was vampires.
As a way of paying homage to that most classic of monsters, I pitched the concept of vampiric nickname: a lighthearted engagement piece where our audience could share their sanguine monikers, designated by their birth month and year.
It was a deceptively simple, low-lift concept that resulted in an enduringly fun and repeatable template we used with continued success in later seasons.
The post is age-gated, but you can view it here.
Congratulations DOOM
One of the most entertaining elements of working in social media is communicating with other brands, be it spontaneous, witty banter or pre-planned congratulations. Audiences love it, and I believe I speak for all social copywriters when I say we love it too.
To celebrate the release of DOOM: The Dark Ages, the latest entry in the revered first-person shooter franchise, I crafted simple, clean copy that acknowledges there is plenty of room in Hell for both Diablo and DOOM.
When paired with a very compelling image highlighting two beloved franchise faces, we proved the idiom to be true: sometimes, less is more.
Blizzard Entertainment
Social Media Award Entries
I was given the opportunity to lead the Annual Shorty Awards submissions for both Diablo and World of Warcraft for the year 2024.
Ensuring these submissions received the attention they deserved meant I needed to distill complex, multi-media campaigns into concise, compelling summaries of everyone’s hard work, carefully written to ensure the judges would both understand and appreciate the impact of our collective efforts.
The result? All seven entries were named finalists in their respective categories, and one of them won.
I’m proud that my words properly articulated the importance of the work we did, but more importantly, I’m thrilled that the talented creators who designed and executed these campaigns received the recognition they earned.
World of Warcraft:
The Reven Pack
This touching World of Warcraft activation centers on the remarkable life of Mats “Ibelin” Steen, a young man whose life was tragically cut short by Duchenne muscular dystrophy.
After the Netflix documentary “The Remarkable Life of Ibelin” uncovered an impactful social life lived in the online realm of World of Warcraft (WoW), a massive effort was made across the WoW team to honor this extraordinary young man’s legacy both in-game and beyond.
The Reven Pack was a strong reminder that the work we do really can be meaningful and can have a tangible impact on people-even if we don’t always notice while we type away in front of our computers.
I’m grateful the WoW team entrusted me with conveying the effort that went into producing this truly one-of-a-kind campaign.
View a trailer for the Reven Pack.
Read the Full Entry Here →
Diablo IV: Duriel’s Offering
Duriel’s Offering was an ambitious Earth Day activation, where we leveraged in-game lore to drive real-world change in a typically macabre fashion. It was a massive success, by every metric.
Distilling this complex, global campaign into a few paragraphs was a fascinating challenge, and I am quite proud that it won both a Shorty Impact Award and most recently, won overall best Twitter/X entry.
Read the Full Entry Here →
World of Warcraft: Epic Threads
Self-expression is at the heart of a long-running Massively Multiplayer Online Role-Playing Game like World of Warcraft. WoW players often showcase their individuality with transmogrifications, also known as transmogs, or mogs.
The Mog Monday social campaign rewards that self-expression by shining a spotlight on the players and providing the creative accolades they deserve from a community that appreciates their hard work.
This submission felt particularly representative of what good social media should be: an expressive, two-way conversation where the brand isn’t simply speaking to the audience; it’s listening, rewarding, and celebrating that audience.
And the remaining four Shorty award finalists:
- Kiss Cam: How Technology Can Enhance Narrative in Gaming
- WoW IRL: Shattering the Digital 4th Wall
- Audio Alchemy: Crafting Worlds through Sound Design
- Bringing the 80’s to WoW
There’s SO much more.
From small business social brand development to global-scale paid marketing campaigns, I’ve done it all. Whatever your copywriting or digital marketing needs, I can help.
Let’s connect and see what we can accomplish together.