Phantom Brigade 2.0
Objective:
Campaign Results
Strategy:
With a major update at stake, the goal was to position Phantom Brigade 2.0 as a must-play tactics title, not just an update.
We individually selected & briefed creators based on audience behaviour, genre affinity & content style, ensuring every activation leaned into what that creator does best. Rather than forcing uniform messaging, we led with cinematic combat, spectacle & narrative hooks designed to leave audiences wanting more.
- RTS & tactics specialists received deeper direction around combat systems, weapons, mechs & pilot mechanics
- Broader, more casual creators were encouraged to sit back & let the 4K cinematic chaos speak for itself
This dual-lane approach delivered content that appealed to both hardcore tactics fans & more casual viewers, maximising watch time, replay value & purchase intent.
Across platforms:
- YouTube leads the charge in long-term value, offering entertaining Let’s Plays & first-impression reactions that remain discoverable & relevant beyond the initial campaign window, prompting purchase decisions.
- TikTok drove mass awareness with scroll-stopping short-form content, amplified via Spark Ads to build retargeting pools ahead of the Steam Winter Sale.
- Twitch (organic) ensured Phantom Brigade felt alive at 2.0 launch, securing high-intent coverage from lapsed & affinity creators at minimal cost
- Meta Ads acted as an always-on conversion layer, repeatedly reinforcing Phantom Brigade across key audience feeds
All activity focused exclusively on North America during the holiday period, balancing naturally high CPMs with smart optimisation to keep costs low without sacrificing scale.
The outcome of this bespoke, mixed-marketing approach meant that Phantom Brigade 2.0 landed as a relevant, visible & actively played tactics title. TikTok led on pure reach, while Meta became the strongest conversion driver with a £0.16 CPC, comfortably beating forecast benchmarks.
Organic outreach played a major supporting role, with over 600 creators in the mix & thousands of organic views. Standout wins included organic content from Splattercatgaming (120K+ views), Wanderbots, Baradul & multiple long-form Twitch streamers.
Audience sentiment remained consistently positive across platforms, a notable win for a 2.0 relaunch. Comment sections showed a healthy mix of returning players & first-timers, with clear signals of purchase consideration & virtually no residual negativity.
Securing a dedicated Phantom Brigade video from Fextralife, a creator who rarely accepts standalone paid placements, further reinforced credibility with core tactics audiences.
By pairing tailored creator strategy with smart paid amplification, Phantom Brigade 2.0 cut through a crowded holiday window & proved exactly how powerful the right creators can be.
Campaign Content.
Disobey worked closely with us to hype players for a major 2.0 update for our game "Phantom Brigade". They were laser focused on our goals and provided us a one stop shop for paid ads, creator outreach and campaign organization. Despite our timeline being aggressive (as well as working across time zones), Disobey pulled out all the stops, communicating with us every step of the way. The result was a successful marketing campaign that expanded our reach significantly without hurting overall our conversion efficiency. We gained positive player sentiment and converted 2 out of every 3 steam wishlists added during the marketing campaign into purchases! We loved working with Disobey! While we were up heads down for launch, they took the ball and ran with the marketing campaign allowing our us to stay focused on making the game the best it can be.
