Overview

Once Human is a multiplayer survival game set in a post-apocalyptic open world corrupted by a mysterious substance called Stardust. With intense combat, deep crafting systems, and immersive base-building mechanics, players must battle monstrous creatures, rival factions, and the environment itself to survive.

Timeline: Dec 2024 - Mar 2025

Target Audience (TA): Gamers aged 18–30

Client:  Netease

Status: Completed

Number of Collaborations: 7 Activations 

Geography: USA, Canada, Europe

Platform & Formats: YouTube, 5 dedicated, 2 integrations

Execution Strategy

We implemented a multi-tiered influencer strategy, combining five dedicated and two integrations for maximum impact.

  • Story-Driven Immersion: Partnering with creators like Crowmeda and Everberon was a strategic choice, as their long-form, lore-focused storytelling naturally aligned with Once Human’s deep world-building and atmospheric setting.
  • Organic Social Play Appeal: Br0leg’s meme-driven, humorous approach, combined with his natural tendency to always play with friends, helped make Once Human feel more social and accessible.
  • Balanced Content Distribution: The mix of five dedicated videos and two integrations was a deliberate choice to ensure both deep engagement and broad exposure. Dedicated videos allowed for in-depth storytelling, immersive gameplay showcases, and challenge-based content, while integrations placed Once Human naturally within existing creator content, reaching wider audiences without feeling intrusive.

Campaign Highlights

  • 930K+ Total Views: Successfully generated across all campaigns through targeted activations.
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  • Diverse Content Strategy: A mix of variety gaming, 100-day challenges, meme-driven content, and creators focused on horror and deep lore fueled widespread reach, organic engagement, and audience growth, appealing to a broad spectrum of players.
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  • Strategic Video Execution: Dedicated content strategies led to high audience retention and sustained engagement.

Key Takeaways

  • Strong Viewership & Engagement – The campaign successfully generated 930K+ total views, demonstrating high audience interest and effective content distribution.
  • Challenge Content Drove High Engagement: Incorporating 100-day challenge creators like Crowmeda and Natural Cauzes proved highly effective, showcasing the game in an engaging, long-form format that resonated with audiences.
  • Meme Creators Fueled Organic Growth: Br0leg’s playful banter and jokes while playing with friends highlighted the game’s multiplayer aspect, making it feel more authentic and encouraging viewers to play with their own friends. This natural, entertaining approach drove strong audience engagement and organic growth.
  • High-Quality Production Enhanced Game Appeal: Everberon’s polished visuals, cinematic editing, and high production value elevated the game’s presentation, making Once Human feel more immersive and visually compelling. This professional approach helped capture audience's interest and showcased the game’s depth and atmosphere in a way that resonated with viewers.

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