Free Fire - Halloween Case Study 2025
Submitted by Game Influencer

Free Fire Halloween TikTok Cosplay and Skit Campaign

Influencer Marketing

GameInfluencer ran a Halloween cosplay and skit campaign on TikTok for Free Fire, with named creators delivering what the agency reports as 2M+ total views.

2M+Total Views
23K+Total Engagements
7%Peak Engagement Rate

Case in 60 seconds

Free Fire needed a Halloween campaign that worked across several markets, and GameInfluencer says each one demanded localised execution in its own language while the whole push had to peak at the launch window.

The campaign turns on seasonal play rather than feature explanation, because a Halloween premise let creators with genuine gaming audience affinity stage the game's universe as cosplay and skits, which the page credits with standout audience sentiment.

GameInfluencer framed the work as Spooky Skirmishes, inviting influencers to bring Free Fire's Halloween universe to life through spooky cosplay and short-form skits that highlight the thrill of battle royale in Bermuda.

8 named creators produced Halloween cosplay and short-form skits for TikTok, mixing gameplay moments with story-driven content, after GameInfluencer targeted receptive gaming communities in each market and selected creators for strong affinity with the genre.

GameInfluencer reports 2M+ total views and 23K+ total engagements, and says peak engagement rates surpassed 7%, above industry benchmarks, alongside standout audience sentiment that the page does not put a number on.

Strategy Breakdown

The gaming communities and audience segments most receptive to Free Fire across its target markets, reached through creators with genuine gaming audience affinity.
Each market came with different languages, creator communities and gaming cultures, so GameInfluencer says it needed a tailored approach per market rather than one shared execution.
Free Fire supplied the universe and the Bermuda setting while creators supplied the costume and skit formats, so the brand sits inside the content as its world rather than speaking as its sponsor.

Creative & Execution System

Assets & channels

  • TikTok

Partners

  • GameInfluencer

Creator role

  • azulette — creator
  • ava_leeigh — creator
  • ceekayye — creator
  • ronnie — creator
  • halcybella — creator
  • wholewheatpeet — creator
  • ucharlie — creator
  • ssblayze — creator

Results & Evidence

MetricValue
Total Views2M+ views
Total Engagements23K+ engagements
Peak Engagement Rate7% engagement rate
Creators8 creators

Why Game Influencer's strategy worked

  1. 1

    A seasonal moment such as Halloween hands creators a ready premise, so cosplay and skits can carry a game's world into short-form video rather than asking creators to explain its features.

  2. 2

    Casting for genre affinity rather than general reach matters when the audience is niche, because the page ties authentic and engaging messaging to creators with strong affinity in the target genre.

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