CD PROJEKT RED

The Objective

Launching Cyberpunk 2077 game expansion

CD PROJEKT RED, evolving from its roots as a game distributor in the 1990s, has grown into a prominent game developer with a legacy spanning over two decades. They're renowned for delivering iconic titles such as The Witcher series and the groundbreaking Cyberpunk 2077.

Their latest venture aimed to promote the new game expansion for Cyberpunk 2077 titled Phantom Liberty, featured Idris Elba alongside Keanu Reeves, and designed to captivate both existing game owners and newcomers to the game.

CD PROJEKT RED places TikTok as one of their key biddable media platforms. They recognize its potential both paid campaigns as well as organic presence with 270k followers for their TikTok page and a whopping 3.6 billion global views for #cyberpunk2077.

So, to promote Cyberpunk 2077: Phantom Liberty CD PROJEKT RED planned a large-scale TikTok campaign. 

The main objective was to maximise awareness of the expansion and the game within target markets. However, the goal extended beyond reaching the user base; it encompassed measuring ad recall and intent, recognizing the significance of these metrics in determining the campaign's success.

The Solution

Launching a multimarket campaign with tailored TikTok creative and measuring impact with Brand Lift Survey

The Cyberpunk 2077: Phantom Liberty campaign ran across fourteen markets, including countries such as the US, Canada, Japan, UK, Australia and Poland. The campaign encompassed both auction and reservation placements, featuring In-feed ads and TopView. 

To efficiently promote the game expansion, the campaign targeted diverse audiences, ranging from Cyberpunk 2077 enthusiasts through hit game buyers and expanding to reach broader entertainment verticals. Recognizing the importance of the creative on TikTok, CD PROJEKT RED’s team took part in a creative workshop led by TikTok, equipping them with the tools to craft engaging TikTok-dedicated content. 

The gaming publisher aimed to create content that seamlessly integrated with TikTok's platform, understanding the value of organic presence. The campaign's creative prominently featured Idris Elba to convey the brand message and highlight new features. Additionally, while one of the videos was initially shared organically, it was subsequently refined and integrated into the paid campaign to ensure a cohesive and uninterrupted user experience.

Given the campaign's focus on impact measurement, a Brand Lift Survey was implemented. This survey-based approach, employing a control/exposed research design, aimed to measure differences in attitudes between two audience groups, shedding light on the attitudinal effects of advertising exposure.

The Results

Attaining reach, viewership, and long-term positive impact

The Cyberpunk 2077: Phantom Liberty campaign delivered promising outcomes amassing over 227 million content views. The campaign's creative deeply resonated with the TikTok community, with the number of engaged views — indicating views that led to specific actions — surpassing previous campaign results by a remarkable 465%.

The campaign's strong resonance with the audience was evident in the Brand Lift Survey results. The 'Phantom Liberty' generated 23.2% Ad Recall across most markets, surpassing industry benchmarks. Additionally, the survey demonstrated a 3.5% increase in purchase intent, indicating a significant positive impact on audience behaviour.

The results delivered by the BLS showcase the substantial impact that campaigns can achieve with the TikTok community.