Selected Work
Campaign Case Studies
Two campaigns from different ends of the spectrum: indie pre-launch and multinational ATL. Both show the same underlying discipline applied across very different contexts.
pre-demo
The Brief
Build brand awareness and convert interest into Steam wishlists for an unannounced occult ARPG from a new indie studio, building from an early-stage community with no existing press coverage.
The Strategy
- Defined brand positioning: "dark western meets ARPG systems depth," distinguishing it clearly from Diablo-likes and western-aesthetic games
- Built content pillars around gameplay proof, systems depth, and worldbuilding to move audiences from curiosity to conviction
- Prioritised media outreach to unlock third-party credibility as the fastest path to wishlist volume
- Sequenced influencer activations around coverage spikes to amplify rather than originate reach
Execution
- Wrote and executed the full social media strategy across TikTok, Instagram, X, and YouTube Shorts
- Managed all copywriting, tone of voice, and creative direction for platform content
- Coordinated influencer activations and cross-developer collaborations
- Built and managed the community from scratch across Reddit, Discord, and social platforms
- Ran organic growth and Meta Ads throughout the campaign period
What drove the numbers
Wishlist growth was the result of sustained, multi-channel effort: consistent short-form content across TikTok, Instagram Reels, and X; community growth from an early base; influencer activations; cross-developer collaborations; and paid social running throughout. That foundation created a pool of engaged, ready-to-act awareness before any major press coverage landed.
Two earned IGN features in February and June 2026 produced the largest monthly spikes. The placements were not paid. They came through a deliberate media positioning strategy that framed the game's systems as genuinely novel within the ARPG genre. Because the organic groundwork was already in place, when the features landed the audience was there to convert.
Monthly Steam wishlist additions · Jan–Jul 2026
Content output — campaign creative
reality franchise revival
The Brief
Relaunch the Gulder Ultimate Search — Nigeria's most iconic reality competition franchise, dormant for years — with a go-to-market campaign that rebuilt brand heat and drove mass audience engagement for Nigerian Breweries across digital channels.
The Strategy
- Owned the pre-launch digital strategy for the "Age of Craftsmanship" relaunch — building audience anticipation and brand heat across social channels in the months leading up to the series premiere
- Coordinated creative direction, copy, and community management across Gulder's Facebook, Instagram, Twitter, and YouTube
- Built content calendars aligned to key pre-launch milestones: announcement, teaser campaign, and cast reveal
- Compiled and delivered performance reports to the Nigerian Breweries brand team throughout the pre-launch phase
Creative samples — Gulder brand content
