Building and Growing Communities for a Roster of Top-Tier Esports Influencers at HEAVY
This article details my work as a Social Media Specialist at HEAVY, one of Vietnam's pioneering esports organizations. In this role, I directly managed and drove the growth of the social media channels for the organization's roster of top-tier talents and influencers.
AS Mobile Fanpage Metrics: Before vs. After My Management
Ho Chi Minh City, Vietnam
2020
Entertainment, Gaming
6
The Context & Challenge
HEAVY is a major esports organization built around top influencers, most notably its founder, AS Mobile. The challenge for me was not to manage a single corporate brand, but to manage the individual personal brands of multiple talents simultaneously, including: AS Mobile, Anh Ford, GilGamingTV, Alice, Phú Đại, and Na Gây Mê.
Each influencer has a unique personality and fanbase. Therefore, the goal was to create content that felt authentic to their individual style while ensuring professionalism and fostering community growth.
~30M+
Reach in 1 year
600K+
Followers in 6 months for 3 fanpage
20%+
Monthly page growth
My Role & Key Contributions
My role was multifaceted, involving both daily community management and direct support for major media campaigns for our top talents. Key contributions included:
Strategic Campaign & Media Launch Support: I was deeply involved in the communication and promotion for high-profile talent projects. This included planning and executing social media campaigns for major launches such as the "Mình là con người" music video (by AS Mobile) and the "Cậu là ai 2" short film.
Community Activation & Event Promotion: I helped bring the community together through large-scale interactive campaigns. I was part of the team that promoted and managed online engagement for the "Ngày Hội Lười Bu" offline event and the "Bạn được chọn" minigame, creating buzz and driving participation.
Daily Content & Community Nurturing: Alongside these major projects, I managed the daily content calendar and fostered interaction within the fan groups, ensuring a consistently active and positive community environment for all our key influencers.
The Results
This strategic and hands-on approach to community management yielded exceptional, measurable growth:
Impressive Total Growth: In just 6 months, the fan pages of 3 core talents (AS Mobile, HEAVY Alice, HEAVY Na Gây Mê) under my management gained a combined total of 600,000 new followers.
Sustainable Growth Rate: Most of the fan pages recorded a strong and steady average monthly growth rate of 20%.
This success directly contributed to strengthening the position and influence of both the individual talents and the HEAVY organization within the Vietnamese esports community.
Proven Capabilities
My time at HEAVY demonstrated my specialized capabilities in:
Influencer Social Media Management: Specialized experience in developing the personal brands of high-profile individuals.
Community Building & Growth: A proven ability to nurture and expand large-scale online communities.
Versatile Content Creation: The skill to create content tailored to many different personalities and brand styles.
Follower Growth Strategy: The ability to execute strategies that result in explosive and measurable follower growth.
