The Path partnered with TARK Games and Lumo Co-op to support the creator campaign for BOMBANANA!, managing large-scale organic outreach, key distribution and creator support across multiple campaign beats.

Working from targeted creator lists, we handled campaign execution from start to finish. This included writing and adapting outreach for different creator groups, coordinating key delivery, vetting inbound requests and supporting creators with queries or access issues. We also reviewed campaign performance throughout, using open, click and redemption data to refine subsequent outreach.

Across the campaign, 3,800+ creator emails were delivered through a mix of personalised and scaled outreach. Alongside this, The Path supported community management across Discord and Steam, helping answer player questions, surface issues and maintain a positive space around the game.

Results at a glance:

• 300+ pieces of creator coverage

• 7.4 million video views across YouTube, TikTok and Instagram

• 50.3K cumulative average concurrent Twitch viewers across 194 streams

• 103 million combined creator audience

• More than 700,000 likes and comments

• 500 key bundles redeemed, allowing 1,500 creators to play BOMBANANA! co-op

• 3,800+ creator emails delivered

• 50% open rate and 7% click rate across tracked sends