We built an integrated influencer & paid media campaign designed to put Bye Sweet Carole in front of the right horror communities fast. Influencers delivered the emotional pull, the reactions & the narrative hooks, while paid media scaled that impact across TikTok, Meta & Reddit to reach new players at pace.

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The game already had a strong appeal with fans of Little Nightmares, Inside, Limbo & other creepy fairytale indies, so our goal was to amplify those strengths quickly & place Bye Sweet Carole directly into feeds, For You Pages & recommendation loops where these players live.

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We handpicked creators who excel in dark indie content & high-impact storytelling. YouTube was our anchor for long-form discovery, TikTok handled mass awareness, Twitch brought the live narrative energy & our organic layer added breadth. Paid media accelerated everything, driving huge link clicks & extremely efficient CPMs across the US & key markets.

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Across platforms:

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• We invested heavily in authoritative horror-focused YouTube creators. All our YouTubers smashed their viewership targets, hitting 277% above goal & proving it was a winning combo: a great game with the right creators. GabSmolders even created a follow-up video that achieved an extra 100k views.
• Shortform content was central to the campaign. Creators like Sizzsarz & WilfratGaming delivered standout “in this game you…” edits that thrived both organically & with Spark Ads. Spark boosting produced exceptional CPMs of £1.45, driving huge reach. 
• Twitch mainly supported the organic side of the campaign with only one paid creator, Deere, who aligned perfectly with the game. She achieved the highest CTR of the entire campaign, showing the strength of deep community trust at the micro level.

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We activated two Disobey mailers to 3,300+ creators, driving 950+ creator sign-ups 🤯 Organic performance was strong across platforms, with highlights including a TikTok from SonderingEmily hitting 27K views & Gnu_live streaming for over 3.7 hours with a peak CCV of 1,830.

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Paid media amplified influencer content & drove massive traffic.

• Meta delivered more than 23K unique link clicks with an average CPC of only £0.08.
• Reddit drove 630K impressions at a CPM of £3.29, an incredibly efficient result for Tier 1 audiences.
• Spark Ads doubled down on our top TikTok talent, pushing high-performing content into new audiences during launch week.

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The combined influencer-plus-paid strategy created a powerful flywheel that boosted discovery, increased wishlists & generated consistent momentum across all key platforms. We beat all view targets, marking our third successful campaign with Maximum Entertainment.