We built a creator-led paid media campaign designed to maximise reach efficiently, using short-form content to drive large-scale awareness before converting that attention through retargeting.

‍

The campaign centred around TikTok as the primary platform, allowing us to capture attention quickly & cost-effectively, while layering in paid media to turn engagement into action.

‍

We structured activity into two phases:

• Phase 1: Broad, hook-driven content designed to stop the scroll & build large retargeting pools
• Phase 2: Feature-led content targeting engaged viewers, driving deeper consideration & clicks

‍

Creator selection played a key role. We partnered Trailmakers-savvy creator WilfratGaming alongside our owned channel DisobeyPlays, combining authentic gameplay with controlled, performance-driven content. WilfratGaming quickly proved to be the right choice, driving strong organic performance & becoming the primary driver of both views & clicks.

‍

As performance data came in, we actively optimised budget allocation, shifting investment toward top-performing content to maximise efficiency & reduce wasted spend.

‍

Alongside paid activity, we drove additional reach through organic creator outreach, activating creators across TikTok, YouTube & Twitch to extend campaign impact beyond paid placements.

‍

Across Platforms:

‍

• TikTok was the core driver, delivering both scale & performance. Short-form content allowed us to quickly communicate the game’s sandbox creativity, while Spark Ads amplified top-performing assets to maximise reach & efficiency. The campaign was built around a retargeting loop, where initial broad-reach content fed into a second wave of more detailed, feature-led videos, converting engaged viewers into high-intent traffic.

‍

Organic activity extended beyond paid placements, with creator outreach & newsletters driving additional coverage across YouTube & Twitch, contributing over 100K+ additional views & thousands of watch hours, punching well above its weight for the budget. 

‍

The campaign exceeded expectations, delivering 2.6x over target while maintaining highly efficient media costs.