SoulMask x In The Black Media
Launch Campaign

overview

SoulMask is an immersive action-RPG with a unique, dark fantasy world. Designed to challenge players with intense combat and strategic gameplay, SoulMask stands out with its intricate storytelling and fast-paced mechanics that blend elements of the RPG and action-adventure genres.

Number of Collaborations: 4 Dedicated Creator Activations

Geography: USA + Tier 1 Markets

Budget: Medium

Platform & Formats: YouTube – Dedicated Creator Videos

Timeline: End of May 2024

Target Audience: Males 18-35

Client: SoulMask

Status: Completed

‍

Timeline: End of May 2024

Target Audience: Males 18-35

Client: SoulMask

Status: Completed

‍

Number of Collaborations: 4 Dedicated Creator Activations

Geography: USA + Tier 1 Markets

Budget: Medium

Platform & Formats: YouTube – Dedicated Creator Videos

Objective:

SoulMask is an immersive action-RPG with a unique, dark fantasy world. Designed to challenge players with intense combat and strategic gameplay, SoulMask stands out with its intricate storytelling and fast-paced mechanics that blend elements of the RPG and action-adventure genres.

Timeline: End of May 2024

Target Audience: Males 18-35

Client: SoulMask

Status: Completed

‍

Number of Collaborations: 4 Dedicated Creator Activations

Geography: USA + Tier 1 Markets

Budget: Medium

Platform & Formats: YouTube – Dedicated Creator Videos

Execution Strategy

Our approach centered around maximizing creative freedom while ensuring the content spoke directly to SoulMask’s target audience. By selecting creators whose content aligns with action-RPG genres, we allowed them to use their best-performing video formats to naturally integrate the game. We worked directly with SoulMask, maintaining close collaboration throughout the campaign to ensure a consistent brand narrative and effective content execution.

The real differentiator? We gave the creators full creative control with support from the developers. This unique collaboration fostered a sense of authenticity that deeply resonated with their audiences, creating a more engaged viewer base and driving stronger results.

Campaign Highlights

  • Achieved 675K views across all videos.
  • Creators utilized their most successful formats to align with the audience’s expectations and engagement style, resulting in natural, organic promotion.
  • Full creative freedom given to creators, allowing them to showcase the game authentically, while maintaining strategic alignment with SoulMask’s core messaging.

Challenges and Insights

  • Achieved 675K views across all videos.
  • Creators utilized their most successful formats to align with the audience’s expectations and engagement style, resulting in natural, organic promotion.
  • Full creative freedom given to creators, allowing them to showcase the game authentically, while maintaining strategic alignment with SoulMask’s core messaging.
  • Achieved 675K views across all videos.
  • Creators utilized their most successful formats to align with the audience’s expectations and engagement style, resulting in natural, organic promotion.
  • Full creative freedom given to creators, allowing them to showcase the game authentically, while maintaining strategic alignment with SoulMask’s core messaging.

Results:

  • 675K total views across the 4 videos.
  • Spike in user acquisition post-launch, with download numbers reflecting strong engagement following each creator’s content drop.
  • Significant increase in brand awareness within the action-RPG space, resulting in higher search visibility across USA and Tier 1 markets.
  • Sales uplift directly tied to video release dates, proving the effectiveness of dedicated content in driving immediate conversions.

Results:

  • 675K total views across the 4 videos.
  • Spike in user acquisition post-launch, with download numbers reflecting strong engagement following each creator’s content drop.
  • Significant increase in brand awareness within the action-RPG space, resulting in higher search visibility across USA and Tier 1 markets.
  • Sales uplift directly tied to video release dates, proving the effectiveness of dedicated content in driving immediate conversions.

Key Takeaways:

  • Creative freedom drives results. When creators are given the ability to create content they believe in, it resonates more with their audience, leading to higher engagement and trust.
  • Direct brand collaboration ensured that every piece of content stayed true to SoulMask’s vision, without sacrificing authenticity.
  • Right creators, right audience. By selecting creators already aligned with the genre, we were able to speak directly to the target market, ensuring that the campaign met its user acquisition and sales goals.

Key Takeaways:

  • Creative freedom drives results. When creators are given the ability to create content they believe in, it resonates more with their audience, leading to higher engagement and trust.
  • Direct brand collaboration ensured that every piece of content stayed true to SoulMask’s vision, without sacrificing authenticity.
  • Right creators, right audience. By selecting creators already aligned with the genre, we were able to speak directly to the target market, ensuring that the campaign met its user acquisition and sales goals.

Results:

  • 675K total views across the 4 videos.
  • Spike in user acquisition post-launch, with download numbers reflecting strong engagement following each creator’s content drop.
  • Significant increase in brand awareness within the action-RPG space, resulting in higher search visibility across USA and Tier 1 markets.
  • Sales uplift directly tied to video release dates, proving the effectiveness of dedicated content in driving immediate conversions.

Campaign Coordination: