Nord Unit
UNFROST
The Challenge
Nord Unit was building toward release on UNFROST — a co-op survival horror set in a frozen research site, where the cold is as dangerous as whatever is moving between the buildings. The Steam page already carried a real audience at roughly 18,000 wishlists, so the job wasn't discovery from zero; it was turning a warm page into a spike.
Horror is unusually sensitive to who posts it. A creator whose audience doesn't watch scary games produces views that never convert. Nord Unit wanted reach that came with genuine reaction, not just impressions.
The Approach
The campaign ran tiered CPM pricing at $7 / $5 / $3 across TikTok, YouTube Shorts, and Instagram Reels, dedicated videos only, tagged #unfrostgame. The top tier was set above the platform norm specifically to pull in horror creators with proven audiences.
46 creators enrolled and posted 83 videos — and virtually all of them landed inside a single eight-hour window overnight. The reaction data is where this campaign separates itself: 72,760 likes against 1,724,149 tracked views, a 4.2% like rate, roughly double what a typical simulation campaign returns. One Reel alone pulled 559,000 views with 24,680 likes. Tiered pricing plus post-cap view accrual dropped the effective CPM to $1.16, and the Steam page added 2,052 wishlists at $0.97 each.
Results
Top Performing Videos
46 creators across TikTok, YouTube Shorts, Instagram. Tap a card to watch the post.
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