VALORANT /
#EstoEsClutch
Clutch?
If you are not a gamer, it is very likely that you have never heard this word or even think that we are talking about the “third pedal of a standard car”. But a true gamer has not only heard it hundreds of times, but has used it as well; still, if we were to give him the task of defining it, he would give a very different meaning to the person next to him, since having been born as a term of the community itself, the word clutch has no official definition. For some it is “to turn a play around”, for others “to go the extra mile”; the chaviza defines it as “tryhydear” and some more as “emotion, euphoria, joy”, the reality is that clutch is all that and more, because “clutch is defined by you”. Those were the answers of some of the content creators we invited to kick-off our campaign, with whom we set the goal of giving an “official definition” once and for all to one of the most used terms in the gaming world.
how do you we achieved?
First we brought on board more than 20 gamers and content creators from all over the Latin American region. We invite everyone: young, medium, old, specialized in VALORANT and even in other videogames looking for different perspectives. Afterwards, we asked them for their own definition so that they could use it to invite their communities to try to define the word as well. We joined Discord, where in exchange for more definitions we give in-game rewards (skins) to the best definitions during the 70 days of our initiative. In doing so, we received hundreds of definitions from players, content creators and the entire VALORANT community. We understood “what is a clutch”, so with that data we launched a “hero content” that compiled everyone’s definitions in one piece. And to reinforce it even more, we created everything: Playlists on Spotify, Neons to decorate the creators’ sets and even an awards event with a red carpet called the “Clutch Awards” where we physically gathered all the creators of the region for the first time to recognize the most epic clutches to date.
Beyond the 2,702,165 million people reached, the 139,041 interactions generated, our 5% total campaign engagement rate and an extraordinary 95% of VTR, the most valuable result of all was finding unofficial campaign T-shirts for sale on Amazon with the phrase “This is Clutch”. Why? For being the clearest example of having truly permeated at a cultural level beyond the “organic”.
