Homescapes
Hype Factory ran a YouTube influencer campaign for Playrix mobile puzzle game Homescapes with 16 influencers, reporting 3.5M reach and 2.2x expected versus actual views.
Case in 60 seconds
Homescapes was already popular with the gaming community, so the task was growing a player base that had absorbed much of its obvious audience rather than introducing an unknown title to a cold market.
The campaign appears to turn on the range of the gameplay itself, because a match-3 title that also carries a mansion restoration story gives creators from unlike content categories different things to show to audiences who would not describe themselves as puzzle players.
Treat the buy as a test of creator categories rather than a single audience purchase, using a fixed integration format across varied creator types so that the variable being read is which category of content creator moves the game.
Hype Factory worked with 16 influencers on YouTube in the United States, each producing a 60 second integration, and briefed them to demonstrate the uniqueness and the variety of the gameplay while the agency tested which creator categories proved most effective.
Hype Factory reports 3.5M reach and 2.2x on expected versus actual views, the latter indicating the campaign delivered views above the forecast the plan was built against.
Strategy Breakdown
The primary strategy-learning section — interpretation, not a press-release summary.
Creative & Execution System
Assets & channels
- YouTube
- 60 sec integration
Partners
- Hype Factory Influencer Agency (lead_agency)
Creator role
- 16 influencers
Results & Evidence
| Metric | Value | Result type |
|---|---|---|
| expected vs. actual views | 2.2x | video_views |
| influencers | 16 | creators_count |
| reach | 3.5M | reach |
Why Hype Factory Influencer Agency's strategy worked
- 1
Holding the format constant at 60 seconds while varying creator category makes the campaign readable as a test, because any difference in performance attaches to the creator rather than to the length or shape of the integration.
- 2
An expected versus actual multiple is only as useful as the forecast behind it, so a 2.2x reported without the projection it was measured against records that selection beat plan without showing by what standard the plan was set.
- 3
A title already known to its core community grows through creators outside that community, which is what a category test is for when the brief is awareness and installs rather than reintroduction.
Results
865k
Video views
41k
Total # of likes
2.8M
Total covered audience
Results
34,000+
Revenue
247K
Traffic
84,000,000+
Video views
