UnLoop

The Challenge

UnLoop is a VR game with an unusual hook: you infiltrate a retro space station, get caught in a time loop, and every past copy of you replays each word you said and each mistake you made. You're the team, and you're also the problem. VR titles are a narrow audience on Steam, and the studio needed that audience to hear about the game without a large marketing budget behind it.

The bet was that a premise this easy to grasp would carry itself in one short clip, so a small roster could go a long way.

The Approach

The campaign ran at a flat $5 CPM across TikTok, YouTube Shorts and Instagram Reels, dedicated videos only, tagged #unloop.

18 creators self-enrolled and published 36 videos across two days. Instagram did most of the work: ten Reels brought in 1.68M views, one of them 1.07M on its own, with TikTok adding 596,819 and Shorts 102,877. Tracked views reached 2,381,647 with 113,000+ likes, a 4.8% like rate, and the effective CPM settled at $0.67.

The studio tracked the result in its own Steamworks data. On the biggest day the page took 1,439 wishlists against a pre-campaign average of 244, close to six times its usual pace, and the studio counted roughly 4,500 wishlists from the campaign window.