A Year in Social
Reimagining social for a gaming icon
Sonic to Social
To achieve this, NewGen developed and delivered 180 always-on assets spanning Instagram, TikTok and X, tailored to the unique behaviours and expectations of audiences on each platform.
Rather than adapting a single creative approach, the strategy was rooted in a fan-first philosophy, meeting communities where they already were, speaking their language, and producing content designed to earn attention rather than simply buy it.
The results spoke for themselves. The campaign generated 27M organic impressions and 2.3M engagements, exceeding KPIs by 134% and achieving an average engagement rate of 9.4% – well above industry benchmarks.
It demonstrated that when content is built by social natives around genuine fandom and platform-native creativity, scale and quality don’t have to be a trade-off.
