Fortnite ANZ
Community management, social content creation
Overview
Between 2022 and 2024, I was part of the dedicated Fortnite ANZ community management team, focused on growing the brand’s presence and player base across Australia and New Zealand.
Through strategic content creation and high-impact activations, my work contributed to increased player interaction, regional awareness, and sustained community engagement throughout the ANZ regional on Fortnite ANZ’s social platforms.
Project scope
As the only region-specific Fortnite social account that did not require localised assets or language translation, our key challenge was ensuring that Fortnite ANZ felt uniquely relatable for our demographic in our tone of voice, humour, and community engagement.
Rather than simply mirroring global Fortnite content, our approach focused on fostering an authentic regional identity that resonated with local players.
Unique community management approach: Authentic interactions with players that reflected Australian & New Zealand humour, slang, and cultural references, ensuring our audience felt a strong cultural connection to the account.
Locally relevant social content: Designing graphics, videos, memes and animated edits that leveraged regionally relevant themes and storytelling, keeping engagement fresh and uniquely recognisable for the players ‘down under’.
Brand activations and events: Collaborating on local activations, including the Giant LEGO Supply Llama on Bondi Beach and running the Fortnite OG Battle Tram with Team PWR and Yarra Trams, reinforcing Fortnite’s presence in the region through immersive experiences.
Creative approach
The primary approach to the content creation pipeline was to infuse Australian and New Zealand personality into every post: whether through absurd, self-aware humour and in-game references, or niche, regional references that only ANZ players would fully appreciate.
Meme-driven engagement: Social content often embraced quirky, irreverent humour, tapping into trending memes and in-game moments that could be exaggerated for comedic effect.
Light-hearted brand voice: Posts were crafted with an intentionally casual and playful tone, reinforcing the fun, community-driven nature of Fortnite’s brand. This included reactionary content, polling questions (e.g. our hugely popular pineapple on pizza debate), and direct replies to player comments in an authentic, genuine way.
Content creation: From static graphics to video edits, horoscope charts to ‘Tag Your Friends’ memes, every asset was tailored for maximum shareability, ensuring Fortnite ANZ stood out as a distinct and recognisable social account in the broader Fortnite ecosystem.
Regional humor & personality: By incorporating everything from references to Triple J’s Hottest 100, The Veronicas and Men At Work to trying to decide on what type of meat pie to order - rather than acting as another generic, corporate gaming account - we gained a hugely engaged audience with continuous growth. This growth wasn’t just from our own region, but from all over the world: Fortnite ANZ has often been affectionately referred to as the best Fortnite social account because of the highly responsive and engaged community manangement style.
Project outcomes
Through strategic content creation, culturally relevant engagement, and high-profile brand activations, Fortnite ANZ experienced a resurgence in social media growth between 2022-2024, breaking a steady stagnation period of engagement and audience growth. By tapping into regional humour, meme-driven content, and playful interactions, Fortnite ANZ’s follower count more than doubled across both Instagram and X, bolstering stronger community connections than ever before, while ultimately remaining aligned with Epic Games’ wider brand content strategy and guidelines.
High-impact activations like the LEGO Supply Llama and Battle Tram drove brand awareness, while a tailored brand voice ensured organic community interaction flourished through social media touchpoints.
