We built a global influencer campaign across TikTok & YouTube, activating creators across North America, Europe & LATAM to maximise reach without losing focus on the core audience.

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This campaign formed part of our ongoing partnership with 11 bit studios, one of four campaigns we delivered together in 2025, allowing us to build on what we already knew worked & refine performance across each title.

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We weighted the campaign heavily towards pre-launch, allocating ~70% of the budget to building awareness, amplifying the demo & driving wishlists.

The remaining ~30% was used at launch to convert that demand into action.

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Execution was split into two clear phases: pre-launch focused on sustained visibility & early intent, while the demo was live, followed by a launch phase designed to convert that momentum through deeper, credibility-led content.

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We kicked things off with a steady weekly TikTok cadence to build momentum over time, before launching all YouTube content at embargo to create a coordinated spike in visibility. This was further amplified through PirateSoftware’s INDIE’cember feature, which extended reach to a highly engaged indie audience.

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Across Platforms

• TikTok drove pre-launch, delivering consistent discovery at scale while the demo was live. Short-form content allowed creators to quickly land the core hook, while paid amplification ensured efficient traffic & strong wishlist intent.
• At launch, we shifted to YouTube, where longer-form content played a key role in conversion. Let’s Plays & first impressions gave audiences the depth & validation needed to move from interest to action.

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Paid optimisation supported both phases, while PR kits unlocked additional organic reach, driving extra coverage, watch time & engagement beyond paid placements.

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This campaign allowed for TikTok to build demand early & YouTube to convert at launch. The campaign significantly outperformed expectations, exceeding KPIs by 3x & proving the strength of a phased, creator-led approach.

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