Submitted by Game Influencer

Free Fire Halloween Cosplay TikTok Campaign

Influencer Marketing

Game Influencer ran a Halloween creator campaign on TikTok for Garena's Free Fire, built on spooky cosplay and short-form skits, which the agency reports passed 2M+ total views.

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

Case in 60 seconds

Garena wanted Halloween content for Free Fire that showed creativity and connected authentically with its community, while each market needed localised execution for its own languages and gaming culture, timed to peak precisely at the launch window.

The campaign turns on seasonal play rather than paid polish, because a Halloween theme gave creators permission to dress Free Fire's universe in cosplay and skits their audiences already enjoy, so the brand arrived inside a cultural moment rather than beside it.

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

Game Influencer identified the gaming communities most receptive to Free Fire and selected 8 creators with genuine gaming audience affinity, who posted Halloween cosplay and short-form skits on TikTok that mixed gameplay moments with story-driven content.

Game Influencer reports 2M+ total views and 23K+ total engagements across the campaign, and says peak engagement rates surpassed 7% alongside standout audience sentiment, which the agency places well above industry benchmarks.

Strategy Breakdown

The primary strategy-learning section — interpretation, not a press-release summary.

Gaming communities and audience segments most receptive to Free Fire across the campaign's target markets, reached through creators with genuine gaming audience affinity.
Halloween gave the campaign a shared cultural moment, so creators could stage Free Fire's universe as spooky cosplay and skits rather than as a walkthrough of the game.
The page says each market required a tailored approach because languages, creator pools and gaming cultures differed, so one global asset could not carry the work and execution had to be localised.
The page describes a niche audience that needed creators with genuine gaming audience affinity, because players accept a game from voices inside their genre more readily than from general entertainers.

Creative & Execution System

Assets & channels

  • TikTok

Partners

  • Game Influencer (lead_agency)

Creator role

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

Results & Evidence

MetricValueResult type
Total Views2M+ viewsvideo_views
Total Engagements23K+ engagementsengagements
Peak Engagement Rate+7%engagement_rate
Creators8 creatorscreators_count

Why Game Influencer's strategy worked

  1. 1

    A seasonal theme hands creators a costume and a premise at once, so Halloween cosplay and skits let a battle royale title enter feeds as entertainment rather than as an advertisement.

  2. 2

    Casting on gaming audience affinity keeps a niche title credible, because creators whose followers already play the genre can carry the message without having to explain the game to them.

  3. 3

    A fixed launch window turns a short seasonal campaign into a timing problem, so the roster has to be briefed early enough for posts to land together rather than trickle in across the season.

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