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Dune: Spice Wars
Client
Funcom / Shiro Games
Assignment
Early Access Launch Campaign
Twitch Creator Marketing
Youtube Creator Marketing
Platform
PC/Steam
Role
Lead Creator Marketing Agency
Services
Creator Strategy
Forecasting KPI
Full Service Creator Campaign Management
Paid & Earned Campaigns
Steam Performance Data Evaluation
Challenge
For the Early Access launch of the long-awaited first game set in the Dune universe in almost 20 years, Funcom sought a passionate creator marketing agency to address the right gamer communities for their RTS/4X hybrid at scale. Within the constraints of the budget, the agency had to plan and conduct a formidable Twitch streaming beat as well as a large scale YouTube creator marketing beat.
Some facts
Approach
Working with our “Earned First” approach we used the radiance of the Dune brand to attract as many creators as possible for free and booked only those fitting influencers that demanded budget. This allowed us to maximize campaign reach and view results.
Tapping into our vast international creator network Mothership initially identified 350 channels with a good target audience fit for both earned and paid campaigns. 35 paid creators made the final cut and another 35 earned channels joined the Twitch and YouTube campaigns.
Flight
25th April - 5th May 2022
Markets
EN / DE / FR
Creators
Lirik, Angry Joe Show, Potato McWhiskey, Lowko TV, Pietsmiet, DoktorFroid, Bazar du Grenier, Zerator, Fantabob Show, + 61 others
123
Youtube Videos
1,38 M
Youtube Paid Views
1,07 M
Youtube Earned Views
59
Twitch Streams
104 K
Peak CCV / Paid
14,7 K
Peak CCV / Earned
1,69 M
VOD Views
"Number #1 bestseller on Steam
for 3 days following
Early Access release."
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