Based on the video game franchise, The Last of Us is a television series created for HBO.
Throughout the game and the series, one would notice the slogan, “Look for the light”, graffitied all over a society on the brink of collapse from being plagued by a mass fungal infection. It suggests there is always hope within desperate situations.
True to the spirit of the show and the game, we sent our followers on missions to find the light in the everyday—through music, friendship, art, and their family.
The results?
Over 17 million organic reach.
Over 261,000 organic engagements.
12% engagement rate.
Over 400 user-generated content.
And 1 shortlist at the Hashtag Awards Asia 2024 for Best User-generated content.
Our followers definitely accomplished their missions. And so did we.
The missions:
The accomplishments:
Challenge 1: Winner’s Shortlist (click to view via Instagram)
