We built a phased strategy for the Outbound influencer campaign spanning pre-launch & launch. Ahead of release, we used organic outreach, creator mailers & early access to build familiarity, drive demo participation & establish Outbound as the next must-play cosy experience. As launch approached, paid creators, organic outreach & paid media amplification worked together to convert that growing creator awareness into widespread creator coverage at launch.

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Creator selection focused on cosy gaming tastemakers & exploration-led channels whose audiences aligned with Outbound's relaxed road-trip fantasy. Long-form YouTube partners helped audiences understand the game's systems, creativity & co-op appeal, while short-form creators drove scalable discovery around key campaign beats. This approach proved particularly effective through creators such as GabSmolders, whose coverage resonated strongly with her audience & delivered 185% of her target KPI.

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Organic outreach played a critical role throughout the campaign. Across ten dedicated creator mailers & ongoing outreach, we kept Outbound visible to thousands of high-fit creators ahead of launch. This sustained communication generated more than 4,000 creator key requests, with hundreds of creators receiving access after review, contributing to widespread organic coverage across YouTube, Twitch & short-form platforms. 321 organic content pieces were produced, generating over 4M minutes watched!

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To cut through crowded creator inboxes, we delivered keys by mail! A select group of cosy gaming creators received personalised postcards "from the road", each containing their game key. The activation created a memorable touchpoint that reflected Outbound's themes of travel, exploration & life on the road while helping the game stand out from traditional creator outreach. 

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Our paid media strategy focused on amplifying high-performing organic creator content rather than producing separate advertising assets. By securing paid usage rights on proven creator videos, we extended the reach of authentic creator coverage through Spark Ads while keeping spend focused on content already resonating with audiences. TikTok served as the campaign's primary awareness driver, targeting players with an affinity for similar titles & genre themes. By launch, we were able to retarget engaged audiences from the pre-launch phase, helping drive efficient performance across the campaign, including a £0.08 CPC & £1.14 CPM across tier-1 English-speaking markets.

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Across Platforms:

• YouTube - Long-form creator content acted as the campaign's primary consideration driver, giving audiences a deeper look at Outbound's gameplay systems, progression, building mechanics & co-op experience.
  
  
• Short-form - TikTok, Reels & Shorts functioned as the campaign's discovery engine, introducing Outbound's cosy exploration, creativity & road-trip fantasy to large audiences while driving efficient reach around key campaign moments.
  
  
• Twitch - Rather than investing directly in paid Twitch integrations, we focused on building creator awareness through organic outreach & key distribution. This helped establish strong creator participation around launch while maintaining campaign efficiency.

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Overall, the campaign exceeded its view target by more than 30% while delivering a CPV that was 70% lower than forecast!

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