Submitted by In The Black Media & Talent

Ubisoft Invincible: Guarding the Globe YouTube Creator Integrations

Influencer Marketing

In The Black Media & Talent ran 12 YouTube creator activations for Ubisoft's Invincible: Guarding the Globe, which the agency reports drove nearly 11.5x more installs than its previous campaign.

-90%Cost per Install Drop
2.4MViews
93%Share of Installs

Case in 60 seconds

Ubisoft wanted installs for Invincible: Guarding the Globe, an idle squad RPG telling a new Invincible storyline, while initial budget constraints and an earlier campaign to improve on set the terms for this second brief.

Viewers of show review and lore channels already follow the Invincible IP closely, so a game set in that universe lands as an extension of the show rather than an interruption, which is why the agency credits those creators with 93% of installs.

The agency built the campaign around Invincible fandom rather than general gaming reach, booking show review and lore creators on YouTube and timing their uploads to the peak of the game's hype cycle.

In The Black Media & Talent ran 12 YouTube activations of integrations and a dedicated video within a release window of March 12-14, with channels including Heavy Spoilers, Sarcastic Chorus, Jevo and Down to Top, after overbooking by approximately 10% to fit Jevo in.

The agency reports 11.5x more clicks, nearly 12x more installs and a cost per install that dropped more than 90% against its previous Ubisoft campaign, with over 2.4 million views across 12 activations.

Strategy Breakdown

18-34 year olds in North America and the EU, reached through YouTube show review, lore and gaming channels covering the Invincible universe.
An idle squad RPG competes for installs on the strength of its IP, so the agency placed the game inside content about the Invincible series rather than relying on general mobile gaming coverage alone.
The game is positioned as a new storyline in the Invincible universe, never seen in the comics or the Amazon Prime TV series, which gives show review and lore creators a reason to cover it as part of the story.
The agency reports that show review and lore-focused creators drove 93% of total installs, so the audience most ready to install was the one already watching breakdowns of the show rather than broad gaming viewers.

Creative & Execution System

Assets & channels

  • YouTube

Partners

  • In The Black Media & Talent

Creator role

  • Heavy Spoilers — creator
  • Sarcastic Chorus — creator
  • Jevo — creator
  • Down to Top — creator

Results & Evidence

MetricValue
Clicks vs Last Campaign11.5x more clicks
Installs vs Last Campaignnearly 12x more installs
Cost per Install Drop-90%
Viewsover 2.4M views
Share of Installs93% of total installs
YouTube Activations12 Activations
Roster Overbookingapproximately 10%

Why In The Black Media & Talent's strategy worked

  1. 1

    Casting creators whose content already covers the source IP concentrates conversion, because the agency reports show review and lore-focused creators drove 93% of total installs, so IP fit works as a casting criterion ahead of channel category.

  2. 2

    Overbooking a roster by approximately 10% leaves room to add strong performers after budgets are set, which let the agency include Jevo while part of the spend sat in CPM-based deals.

  3. 3

    Concentrating creator uploads into a release window of March 12-14 aligns content with the peak of a game's hype cycle, and the agency says the tighter timing also simplified communication and draft reviews.

  4. 4

    A single channel dominated results in both Ubisoft campaigns, with Heavy Spoilers driving a large portion of installs and clicks, so rosters benefit from identifying the likely anchor channel rather than treating every booking as equal.

Related Case studies