TikTok’s algorithm is like a moving target – constantly changing and hard to predict. To understand it, we took a "spaghetti meet wall" approach. We threw a variety of creative ideas out there to see what stuck. This allowed us to quickly identify what resonated with the audience and adapt in real time.

By embracing this experimental approach, we launched Minecraft's global TikTok initiative, making it the fastest brand ever to reach over 1 million followers. Through constant creativity and rapid iteration, we achieved unprecedented numbers on the platform. This broadened our audience from core gamers to almost anyone on TikTok, all while maintaining relevance and engagement.

Minecraft's influence extends far beyond the digital realm, with collaborations ranging from toothbrushes to high-fashion brands. We needed a versatile approach that could handle almost anything. Therefore, we realized that we didn’t need just a concept; we needed a new format.

Our "Creeper TV" format, a nostalgic nod to 90s TV shopping, has become the perfect vehicle for showcasing partnerships with brands like Colgate, Yoplait, The Woobles, and PEZ. Imagine flipping on your TV at 3:14 PM on a Tuesday in the 90s – that delightful randomness is exactly what we've captured. This format not only stands out in Minecraft's channels but also playfully parodies product collaborations themselves, blending modern TikTok culture with millennial parent nostalgia.

In the fast-paced world of social media, we needed a concept that could capture attention instantly and keep viewers engaged.

We created Satisfying Loops – bite-sized, 7-second videos that combine storytelling, tutorials, easter eggs, and Minecraft know-how into endlessly rewatchable content. Running across all of Minecraft's social platforms, these loops have become a fan favorite, proving that sometimes the most satisfying things in life come in small, square packages.