29 creators generated
6.96M
Views across 36 videos
Views by platform
Objective
The Farmer Was Replaced had launched its 1.0 six months earlier and already established a dedicated audience, but Metaroot had done relatively little with short-form creator marketing.
The game's Tap Tap Loot and Bongo Cat collaboration in April gave the team a new marketing beat and an opportunity to experiment with introducing the already-successful game to a fresh audience through creators.
The Farmer Was Replaced's Tap Tap Loot and Bongo Cat collaboration
Strategy
Rather than making the Tap Tap Loot + Bongo Cat collaboration the sole focus, creators were given room to showcase The Farmer Was Replaced itself.
As a programming and automation game with relatively simple visuals, it wasn't an obvious fit for traditional short-form hooks. Instead, creators leaned into what made the game unusual: writing actual code to control a drone, automate a farm, and progressively solve increasingly complex problems.
The niche also naturally attracted creators who were genuinely interested in the concept. Instead of trying to sell the game through visuals alone, their content focused on explaining its strange premise, showing what was possible, and sharing why they found it so satisfying to play.
Results
The campaign generated 6.96M views from just 36 videos across 29 creators, reaching more than 4x its view target.
Despite the smaller creator pool, the creators who picked up the campaign connected strongly with the game's unusual concept, helping content achieve a 7.5% engagement rate.
More importantly, the campaign coincided with a significant resurgence in players six months after the game's 1.0 launch. Concurrent players climbed from the hundreds to a peak of 1,941 players on April 20, several times the game's activity immediately before the campaign.
For The Farmer Was Replaced, its niche appeal was both a challenge and an advantage. Fewer creators were an obvious fit, but those who understood the game's appeal had something genuinely unusual to share. That smaller group generated millions of views and helped bring new attention back to an already-established game.
The spike in sales during the Jestr campaign
