Tribe played a key part in a larger Devsisters campaign, supporting the North American influencer marketing effort for the launch of CookieRun: Ovensmash, their first Casual Action PVP mobile title. Our scope within that broader push: help make Day 1 land through creator content, at a moment when CookieRun's brand recognition hadn't yet caught up to the reality of the gameplay. While CookieRun is a beloved IP, Ovensmash marked a genuine genre pivot; our creators helped close that gap.
Audiences didn't just need to know the game existed; they needed to understand it. The fast-paced PVP mechanics, the brawler-style gameplay loop, and the competitive edge beneath the CookieRun aesthetic don't communicate themselves. For players steeped in titles like Brawl Stars, the connection had to be felt, not explained, which meant putting the game in the hands of creators who could make discovery feel organic, not sponsored, and who had the audience's trust to make "you should play this" actually convert.
Within that goal, our operational target was a combined audience of nearly 39 million followers across North America, with meaningful spillover into the UK, Germany, and Australia, executing a synchronized, multi-format content rollout at scale as our contribution to the wider launch.
Per the campaign plan, the content mix started with long-form: dedicated videos and live broadcasts gave creators the runway to play the game on camera, fumble through the mechanics, find their footing, and let their audiences watch the fun unfold in real time. Thirteen of our twenty creators delivered dedicated long-form or livestream content, giving Ovensmash storytelling real estate across some of the most trusted gaming channels in the space.
Afterward, there was a short-form amplification push: 13 YouTube Shorts and 14 X posts deployed to capture algorithmic reach at the top of the funnel, cut to hook new audiences who hadn't yet encountered the game entry points designed to pull viewers upstream into the longer content.
The final part of our creators were asked for 30-day usage rights across 14 creator partnerships; the hipfeed fed the highest-performing organic content directly into Google Ads and YouTube targeting, which ran across all twenty creators in the campaign. This extended the campaign's reach beyond the organic window, retargeted warm audiences, and supported the install funnel.
From a standing start to a synchronized 20-creator launch in three weeks, this campaign showed what Tribe's creator management & content execution can deliver as part of a larger integrated launch, all moving together on the client's timeline.
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