Diablo IV
Diablo 4 : When Lore Becomes a Lever of Influence
Activision Blizzard has entrusted The Node with the influencer marketing campaign for the launch of Diablo IV: Lord of Hatred in France. The goal: to reconnect with RPG players who had drifted away from the franchise and bring them back into the world of Lord of Hatred.
A creator strategy focused on lore rather than reach
The Diablo universe is rich, dark, and deeply narrative-driven. Rather than aiming for maximum reach, The Node curated a selection of creators based on a single criterion: editorial legitimacy and emotional resonance with RPG communities. Focusing on legitimacy rather than reach paid off: the creators most deeply rooted in the Diablo universe generated the highest organic click-through rates. The campaign also brought together key figures from the French gaming scene, creating a strategy that reached both long-standing RPG communities and broader audiences.
Formats designed to win back players who have drifted away
The Node combined immersive narrative formats, storytelling rooted in lore, short-form content tailored for social media, andpaid media amplification. 93% of clicks were generated by short-form content on TikTok and YouTube Shorts, making short-form content the campaign’s primary driver of engagement.
The results: a campaign that far exceeded its goals
- 14 million total views
- 3.7 million organic views generated by creators
- more than 25,000 clicks across all platforms
- 14 French creators engaged, 25 pieces of content produced
What set The Node's strategy apart
Giving creators maximum creative freedom allowed their content to naturally resonate with their community and generate organic traction far beyond expectations. Four pieces of content accounted for more than 70% of watch time.
