Background
To launch the game, Wehype built a cross-platform campaign across Twitch, YouTube, TikTOk, and Instagram, focused on converting a niche title into a crator-driven moment with lasting impact. Twitch, YouTube, and TikTok to reach a broad audience and drive engagement.
Activations
With 59 creators across EU and North America, the campaign targeted tactical, indie, and strategy-loving audiences. Precision creator matching and flexible content planning ensured relevance at every stage of the funnel.The campaign was structured into three phases:
Pre-launch
Closed beta access was given to select creators on Twitch and YouTube to spark early buzz and position Stone of Madness as a must-watch indie.
Launch
Creators went live across platforms, engaging viewers while showcasing the new expansions and features.
On TikTok, creators leaned into creative formats to spotlight gameplay mechanics and design.
Meanwhile, Instagram activation featured an artist hired to create a hand-painted PS5 in the style of the game. This created a massive organic reach as well as effective content for Tripwire to leverage to engage their community.
Sustain
Top-performing creators returned to stream post-launch content, extending visibility and engagement well beyond release week.
Results
The campaign’s strong performance stemmed from Wehype’s creator fit, creative activation strategy, and platform-native content execution, and results exceeded expectations.
Pre-Launch:
Twitch delivered 80% above target, with a CPH 33% lower than targeted
Youtube views was 70% above target, with a CPM 42% lower than targeted
Launch:
Twitch delivered viewer minutes 30% above target, with a CPH 23% lower than targeted
Youtube views was 67% above target, with a CPM 40% lower than targeted
Sustain:
Twitch delivered viewer minutes 50% above target, with a CPH 33% lower than targeted
