79 creators generated
12.1M
Views across 91 videos
Views by platform
Objective
Coming off a breakout Steam Next Fest as the #1 most-wishlisted game of the festival, IRON NEST had already built significant interest ahead of its full release. The goal was to capitalize on that momentum and turn it into a concentrated wave of creator attention around launch.
Strategy
Jestr opened the campaign under embargo one week before release, giving creators early access to new footage, the ability to create videos early, and prepare content for launch.
To maximize attention, IRON NEST was also featured across Jestr with a dedicated launch banner, putting the campaign in front of creators platform-wide. The combination of early access, an embargo, and prominent placement was designed to concentrate as much creator content as possible around release day.
IRON NEST platform-wide launch event on the campaigns page
Results
The campaign generated 12.1M views across 91 videos from 79 creators, exceeding the view target by over 3x. The embargo strategy concentrated that attention directly around release, with 60 creator videos going live within the first 24 hours of launch.
IRON NEST went on to have a strong commercial launch, appearing among Steam's top-grossing games in the week following its August 6 release. During the first two weeks after release, IRON NEST sold over half a million copies, nearly 200k of which were in the first 24 hours.
Rather than letting its breakout Next Fest momentum fade between demo and release, Jestr helped turn it into a coordinated wave of creator attention exactly when the full game became available.
“IRON NEST was working with a fairly limited marketing budget, so we spent a lot of time deciding where that money could make the biggest impact. Looking back, we're extremely happy that we chose to work with Jestr. I especially want to thank Mahdeen Abrar for his support throughout the campaign. He understood what we were trying to achieve and helped me structure the campaign around that goal rather than simply spreading the spend evenly over time. We definitely hope this won't be our last collaboration with Jestr, we would be very happy to work together again.”
