Devsisters came to Tribe with a deceptively complex brief: launch CookieRun: Ovensmash, their first Casual Action PVP mobile title, and make it land with real impact on Day 1. The stakes were high. While CookieRun is a beloved IP, Ovensmash marked a genuine genre pivot, and the gap between brand recognition and gameplay understanding was the core problem to solve.
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. That 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.
The operational challenge matched the creative one: to reach our combined audience of nearly 39 million followers across North America, with meaningful spillover into the UK, Germany, and Australia, we needed a synchronized, multi-format content rollout at scale.
The foundation was 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. For a title where the gameplay loop is the sell, there's no substitute for authentic, in-depth first impressions. Thirteen of our twenty creators delivered dedicated long-form or livestream content, giving Ovensmash genuine storytelling real estate across some of the most trusted gaming channels in the space.
Layered on top of that was a short-form amplification push. 13 YouTube Shorts and 14 X posts were deployed to capture algorithmic reach at the top of the funnel, delivering punchy, shareable moments that were cut to hook new audiences who hadn't yet encountered the game. These weren't afterthoughts; they were precision entry points designed to pull viewers upstream into the longer content.
Then we activated the paid layer. Using 30-day usage rights across 14 creator partnerships, we fed the highest-performing organic content directly into Google Ad YouTube targeting, which ran across all twenty creators in the campaign. The result was a paid media flywheel that extended the campaign's impact well beyond the organic window, retargeting warm audiences and driving sustained conversions through the install funnel.
From a standing start to a synchronized 20-creator launch in three weeks, this campaign demonstrated what a fully integrated influencer operation looks like at scale. Strategy, creator management, content architecture, and paid amplification all under one roof, all moving together. That's the Tribe difference.
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