CASE STUDY CASE STUDY CASE STUDY CASE STUDY

CASE STUDY CASE STUDY CASE STUDY CASE STUDY

Client: Supercell

(Mobile Games)


Project: Hay Day’s 12th Birthday Influencer Campaign

Result: 18.7M views on TikTok

The Challenge

Celebrating 12 years of Hay Day, Supercell’s beloved mobile game, while driving fresh engagement and sustaining the game’s relevance in an ever-evolving gaming industry. The goal? Spark excitement among loyal players and attract new audiences, all while keeping it fun and authentic.

Our Approach

To make this birthday celebration feel less like an ad and more like a community event, we partnered with a diverse group of influencers. From food creators to homesteaders, we let these personalities put their own spin on Hay Day’s themes—farm-to-table recipes, homestead humor, and lighthearted challenges. By allowing the creators to stay true to their style, we ensured the content would resonate with their audiences organically.

Each influencer crafted two videos that captured the game’s playful essence, celebrating Hay Day’s 12th birthday while subtly weaving in gameplay elements. With platforms like TikTok, where trends move fast, we wanted to ensure the content didn’t feel forced—just fun and fresh.

The Execution

The campaign was rolled out in three distinct phases to build excitement and sustain engagement across platforms:

  • Phase 1: Teaser Videos on TikTok
    We kicked things off with teaser content from each influencer, creating buzz around Hay Day’s upcoming 12th birthday. These videos introduced their audiences to the celebration in a playful and organic way, building anticipation while highlighting the game’s quirky charm. From humorous skits to creative recipes, these teasers set the stage for what was to come.

  • Phase 2: Hero Video on YouTube
    The campaign culminated with a hero video posted on Hay Day’s official YouTube channel. This video tied the celebration together, acting as the centerpiece of the campaign. It captured the essence of the game and marked the official birthday celebration, amplifying the reach and giving fans a dedicated space to join in on the fun.

  • Phase 3: Recap Videos on TikTok
    After the YouTube hero video, each influencer returned to TikTok with recap videos, using clips from the hero video to re-engage their followers. These videos continued the party vibe, giving fans a reason to revisit Hay Day and celebrate alongside their favorite creators. The recap phase kept momentum going, extending the campaign’s reach well beyond the initial launch.

By structuring the campaign in phases, we were able to create sustained engagement, keeping audiences excited from teaser to recap.

Phase One: Tease

109K views // 2.8k likes

Phase Two:

Hero Video

Phase Three: Influencer Recaps

Results

Total TikTok Views: 18.7 million

Total TikTok Likes: 275,403

Top-Performing TikTok Video: @albertcancook’s teaser video hit 3.5 million views and 71,100 likes.

Total YouTube Views: 95,000

Total YouTube Likes: 2,700

Key Learnings

Authenticity matters. By letting influencers engage their audiences in ways that felt natural to them, the Hay Day campaign not only captured attention but kept it. The diverse mix of voices and content styles brought new life to a 12-year-old game and helped it reach millions across platforms.

This wasn’t just a birthday celebration—it was a reminder of why Hay Day continues to thrive in a fast-moving industry. We didn’t just celebrate the past; we positioned the game for continued success in the future.

The Real Win


18.7 million views later, we didn’t just throw a party—we brought players and their favorite influencers together for a fun, shared experience that sparked genuine engagement.