Moonlighter 2
Objective:
Campaign Results
Strategy:
With the original Moonlighter launching in 2018, the focus was on reigniting interest in the IP while positioning the sequel for a new generation of players. We built a global influencer campaign, prioritising the US, Canada, UK & Brazil.
Creator selection focused on three key groups:
- Previous Moonlighter players to re-engage existing fans
- Roguelite specialists to validate gameplay depth
- Cosy creators to broaden appeal
To maximise performance, we structured the campaign around a dual-platform approach:
- YouTube to build long-term visibility
- TikTok supported by paid amplification to scale reach & drive traffic
This ensured we weren’t just generating awareness, but actively driving high-intent traffic.
This campaign formed part of an ongoing partnership with 11 bit studios, representing one of four influencer campaigns delivered together in 2025.
Across Platforms:
- TikTok was our primary performance driver, with Spark Ads amplifying top-performing content. This resulted in exceptionally strong click-through rates & a significant share of total clicks.
- YouTube content provided long-term value, with creators producing videos that continued to surface in search & recommendation, reinforcing visibility beyond the initial campaign window.
While Twitch was not a campaign focus, creators like Gab Smoulders delivered extended gameplay sessions that drove strong watch time & engagement beyond the initial deliverables.
Creator performance played a key role throughout, with several partners outperforming their typical benchmarks. Eeowna’s Black Friday feature significantly exceeded her usual performance, while Olexa’s content performed strongly enough to be repurposed for the Steam page, showing the value of getting creator selection right from the start.
By pairing the right creators with a performance-led platform strategy, we turned renewed interest in Moonlighter 2 into high-intent traffic at scale, exceeding targets by 19%.
Campaign Content.
What stood out from the very beginning was the personal approach Disobey took towards our project. They went above and beyond what was outlined on paper, and it was clear just how genuinely invested they were in the launch's success - it truly felt like they were part of our team. Their response time was great as well, something that becomes invaluable in the final stretch before a release when everything tends to happen all at once. What was also super important to me was the way they adapted quickly whenever plans shifted (which, as we all know, they often do). In the end, campaign's results surpassed our initial expectations. We’re incredibly satisfied with the collaboration and would gladly work with them again!
