Overview

Invincible: Guarding the Globe is an idle squad RPG set in the Invincible universe featuring a new storyline never seen in the comics or Amazon Prime TV series, with graphic multi-battle action, character collection, squad management, idle features and, of course, super-powered visuals.

Timeline: Dec 2024

Target Audience (TA): Males and Females aged 18–34 in North America and the EU

Client: Ubisoft

Status: Completed

Number of Collaborations: 10 Activations

Geography: North America and the EU

Budget: Small

‍Platform & Formats: YouTube integrations of 60–90 seconds and dedicated videos with links in the description

Execution Strategy

We focused on creating a campaign that highlighted Invincible's unique appeal through creators who are trusted voices in the gaming community. Our strategy involved:

  • Authenticity Over Standardization: Allowing creators freedom in their integrations ensured genuine content.
  • Targeted Creator Selection: Each creator was chosen for their audience’s engagement levels and alignment with the game’s themes.
  • Performance-Based Deals: Optimized budget with CPM and view-based pricing models.

A curated selection of gaming and strategy creators who aligned perfectly with Invincible’s target audience. The creators engaged included:

  • Orange Juice Gaming (3.49M subscribers)
    Integration Example
  • Cynicalex (181K subscribers)
    Dedicated Video
  • Blitz (4.26M subscribers)
  • Boilon (21.1K subscribers)
  • Silph Spectre (263K subscribers)
  • FG3000 (287K subscribers)
  • Volkin Games (133K & 137K subscribers)
  • Letts React (160K subscribers)
  • Barry Gaming (92.7K subscribers)

Results

  • 500k+ Views: Achieved across all activations
  • Strategic Creator Alignment: Selected creators who perfectly matched the brand's target audience and targeted subjective qualities per channel.  We picked creators who create high-effort content with an above-average connection to their audience.
  • Flexible Content Strategy: Adapted integration lengths & deliverables to suit each creator's style, enhancing authenticity

Key Takeaways

  1. Strategic Flexibility: Allowing creators creative freedom led to more relatable and engaging content.
  2. High-Impact Integrations: Targeting high-effort creators resulted in stronger audience trust and higher conversion rates.
  3. Performance-Optimized Budget: CPM-based deals ensured efficient spending aligned with view performance.

Diverse Audience Reach: The campaign successfully balanced large and niche creators to maximize audience reach.