Behind the Mask: Bringing MIMESIS to #4 Most Played Demo in the Steam NEXT Fest Ranking!
MIMESIS is a 4 player co-op survival horror game. When the cursed rain falls, ‘Mimesis’ appear, perfectly imitating your teammates, bringing a new level of tension.
Our influencer marketing campaign for MIMESIS focused on two phases: Pre-Early Access and Early Access Launch.
During the Pre-EA phase, we ran a performance-driven ad wishlist campaign using User-Generated Content (UGC), amplifying creative concepts such as glitch horror videos and trending TikTok formats to generate organic buzz.
For the EA Launch phase, we scaled up with larger influencer collaborations and gameplay highlights, targeting English-speaking audiences for maximum impact globally.
Beyond paid activations, the campaign generated strong organic traction, as top-tier creators like VanossGaming and HandOfBlood independently picked up the game and produced highly engaging content, amplifying reach and community buzz without additional media spend.
By fusing MIMESIS’ groundbreaking AI mechanics with culturally relevant and engaging strategies, we not only hit wishlist targets but also create lasting excitement for the game’s long-term success!
Campaign Overview
ENG & DE
Markets
Influencer Activations + UGC
Content type
Jun & Oct 2025
Timeline
Meet the Influencers
daukey
453K Subscribers
Party Crashers
245K Subscribers
LeeandLieTVCLIPS
545K Subscribers
Zet0r+
15.5K Subscribers
Bigpuffer
577K Followers
Yumi
315K Followers
ElasticDroid
311K Followers
Zentreya
604K Followers
Campaign Video Content
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Fan Engagement
I love how, because of how the mimicking works, every time they said the safe word it got less safe
I can appreciate how this game does its best to differentiate itself from others like it (Lethal Company, REPO, etc.)
This game looks amazing and has a lot of potential, I can’t wait for the release!
This game has MAJOR potential, and I’m not just saying that.Those mimics have the exact same mic quality as the players, and they may walk right past you or even next to you for 10 seconds before switching and engaging you which is so unique.Definitely unlike anything else I’ve ever played! I’m super hyped for when it gets fully released!
Campaign Successes
18,300
Peak Wishlist Spike on June 4th
1,5M+
Total impressions from the UGC + In-Feed Ads Campaign
Community Response
Fans comments turned campaigns into community-driven hype cycles.
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