Armed soldiers with backpacks face a giant tentacled monster with a glowing red core above an overgrown ruined city
Submitted by In The Black Media & Talent

Netease Once Human YouTube Creator Campaign

Influencer Marketing

In The Black Media & Talent ran 7 YouTube activations for Netease title Once Human across the USA, Canada and Europe, which the agency reports generated 930K+ total views.

930K+Total Views

Case in 60 seconds

Once Human is a multiplayer survival game built on deep crafting, base-building and lore, so Netease needed YouTube content that could carry that depth to gamers aged 18-30 across the USA, Canada and Europe.

The agency matched creator style to the game's traits rather than casting for scale, because lore-focused storytellers fitted its world-building while a meme creator who always plays with friends made its multiplayer side feel social and accessible.

The page describes a multi-tiered influencer strategy that paired five dedicated videos for in-depth storytelling with two integrations that placed Once Human inside existing creator content, so one small roster served depth and broad exposure together.

Between Dec 2024 and Mar 2025, Crowmeda and Natural Cauzes ran 100-day challenge content, Everberon produced lore-focused videos with cinematic editing, and Br0leg played the game with friends in meme-driven videos, across 7 YouTube activations.

In The Black Media & Talent reports 930K+ total views across the 7 activations, and it says the dedicated videos led to high audience retention and sustained engagement, which the page states without publishing figures for either.

Strategy Breakdown

Gamers aged 18-30 in the USA, Canada and Europe.
A survival game whose appeal sits in crafting, base-building and lore is hard to convey in a short clip, so the agency weighted the mix towards five dedicated long-form videos rather than integrations alone.
Once Human was positioned as the subject of each creator's own format, whether lore storytelling, 100-day challenges or meme-driven play with friends, rather than as an inserted advertisement.
The agency says Br0leg's habit of always playing with friends made the game feel social and accessible and encouraged viewers to play with their own friends, which ties the multiplayer feature to an existing viewing habit.

Creative & Execution System

Assets & channels

  • YouTube

Partners

  • In The Black Media & Talent

Creator role

  • Crowmeda — creator
  • Everberon — creator
  • Br0leg
  • Natural Cauzes — creator

Results & Evidence

MetricValue
Total Views930K+ total views
Collaborations7 Activations

Why In The Black Media & Talent's strategy worked

  1. 1

    Casting by content style rather than follower scale lets each creator carry one trait of a game, because lore channels explain world-building while friend-group play shows what a multiplayer title feels like.

  2. 2

    Long-form 100-day challenge series suit a survival game, because the format gives the title enough time on screen to show crafting and base-building rather than a short tour of combat.

  3. 3

    Splitting a small roster between dedicated videos and integrations trades depth against exposure, so dedicated content carries the storytelling while integrations reach wider audiences without feeling intrusive.

  4. 4

    A creator who plays with friends on camera turns a multiplayer feature into an invitation, because viewers see a social session they could repeat with their own friends rather than a feature list.

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