300,000+ total views across all campaign videos

The Challenge & Solution

Crytivo approached us with an urgent challenge: they needed to generate substantial interest and sales for their game "Above Snakes" in the Chinese market, but had less than a month remaining before launch. The tight timeline presented significant obstacles, including coordinating content releases around embargo dates and generating enough momentum for a successful release.

We designed a high-impact "burst influencer outreach" strategy specifically tailored for this compressed timeframe. Our approach focused on creating a concentrated wave of visibility right before launch to maximize sales conversion:

First, we conducted rapid market research to identify the most relevant influencer targets. We mapped all content creators who had previously covered similar relaxing and forgiving games like Timberborn and Dinkum, creating a custom database of potential partners specifically for Above Snakes.

With only three weeks available, we implemented an accelerated outreach process, contacting creators directly from the publisher's Bilibili account to establish authenticity and credibility. This personalized approach helped us secure commitments from 20 influencers despite the rushed timeline.

We provided comprehensive support to all participating creators, distributing game keys and offering technical assistance to ensure they could access the correct game version. This removed friction points that might have prevented content creation.

To maximize impact, we coordinated a synchronized release date for all videos—May 24th, just one day before the game's official launch. This created a concentrated "burst" of visibility at the most critical moment in the game's lifecycle.

Impact & Results

The campaign delivered impressive results that exceeded expectations:

The coordinated influencer burst created immediate traction, with 49 videos published within just 7 days after the premiere. This concentrated visibility wave helped the game achieve #1 trending status on Steam Spy.

Wishlist numbers jumped by 4,000 in just two days following the embargo lift, providing crucial momentum at launch. The campaign ultimately drove over 4,000 copies sold in the first month—a substantial return on investment for a targeted influencer campaign.

The impact extended beyond immediate sales, with 300,000+ views across all campaign videos by May 31st. Perhaps most significantly, 27% of all Steam reviews were in Chinese, indicating strong penetration into the target market and an engaged community of Chinese players.

What made this successful?

Several key factors contributed to the campaign's effectiveness:

1. Strategic Targeting: Rather than pursuing quantity, we carefully selected influencers who had previously covered similar games, ensuring their audiences would be receptive to Above Snakes.
2. Synchronized Launch: By coordinating all content to release simultaneously one day before launch, we created a "visibility burst" that drove immediate action among viewers.
3. Personal Outreach Approach: Contacting influencers directly from the publisher's account established credibility and created more personal connections than generic outreach.
4. Technical Support: By proactively addressing potential technical issues, we ensured creators could focus on producing quality content rather than troubleshooting problems.
5. Precise Timing: Despite the compressed schedule, we positioned the content release at the perfect moment to convert interest into immediate sales and wishlists.

As our Chinese Marketing Specialist Aleksander Ptak noted: "After I saw the game for the first time I thought 'I see potential for tens of thousands sold copies - let's make it real'. Setting up over 30 influencers and making sure that they would stick to the embargo wasn't an easy task, but I wanted to deliver the best possible results for the client."

The campaign demonstrates that with strategic planning and execution, even short-timeline "burst" campaigns can deliver substantial results for game launches in the Chinese market.