Submitted by In The Black Media & Talent

Nightingale YouTube Gaming Creator Campaign

Influencer Marketing

In The Black Media & Talent ran 6 dedicated YouTube gaming videos for Nightingale Game Studio's new game Nightingale, and the agency reports over 678K views across all videos.

678KViews

Case in 60 seconds

Nightingale Game Studio needed to drive user acquisition and sales for its new game, Nightingale, in the United States and Tier 1 countries, which meant reaching players before the game had an established audience of its own.

The campaign turns on audience alignment rather than channel scale, because the agency selected creators for their fit with the game's target audience and credits engagement to their dedicated followings and tailored content.

In The Black Media & Talent built the launch around full dedicated YouTube videos from gaming creators, so the game carried each piece of content rather than appearing as a brief sponsored mention inside unrelated videos.

In The Black Media & Talent delivered 6 dedicated YouTube videos from a mix of high-variety and dedicated gaming channels, including Floydson's I Played 100% of Nightingale and NaturalCauzes' I Played 100 Days Of Nightingale!, with one video released after the main campaign period.

The agency reports over 678,000 views across all videos and names Floydson's video as the most impactful contribution, while the page gives no figure for engagement, installs or sales against the user acquisition objective.

Strategy Breakdown

The game's target audience of players in the United States and Tier 1 countries, reached through the followings of high-variety and dedicated gaming channels on YouTube.
A new game has to win user acquisition and sales before it has a player base of its own, so Nightingale Game Studio relied on gaming creators whose audiences already watch long playthrough content.
The agency attributes engagement to creators' dedicated followings and content tailored to those audiences, so the selection favoured fit with the game's target audience rather than the size of any single channel.

Creative & Execution System

Assets & channels

  • YouTube

Partners

  • In The Black Media & Talent

Creator role

  • Floydson — creator
  • NaturalCauzes — creator

Results & Evidence

MetricValue
Views678K views
Dedicated Videos6 dedicated videos

Why In The Black Media & Talent's strategy worked

  1. 1

    Casting high-variety and dedicated gaming channels together widens the spread of viewers a game reaches, while the agency itself notes that the mix needs careful planning so the channels do not share the same audience.

  2. 2

    One standout creator can carry a large share of a small roster's result, because the agency singles out Floydson's video as the contribution that did most for the campaign rather than spreading credit evenly.

  3. 3

    Launch timing matters to a creator campaign, because one video arriving after the main campaign period is the reason the agency's first takeaway stresses a coordinated launch with polished content in place beforehand.

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