The Rabbit Haul came to us at roughly 7,000 wishlists with a clear ambition: build real, durable demand ahead of launch in a crowded cozy farming sim space. We owned the marketing end to end, from first reveal through Steam Next Fest, with wishlists as the north-star metric.
We ran a sequenced, full-funnel campaign across roughly nine months, each beat building on the last so momentum compounded rather than spiking and fading. Every channel, from in-person showcases to paid social, pointed at the same outcome: qualified players landing on the Steam page and wishlisting.
PAX West, September. An in-person showcase that seeded early word of mouth and press.
Announce moment, September and October. A coordinated reveal that put the game on the map and lifted daily wishlists.
Demo launch with influencers and paid media. A creator wave plus segmented Reddit, Meta, and TikTok campaigns driving qualified players to the page.
FGS Live and Black Voices in Games placements. High-visibility festival features that sustained momentum through winter.
Steam Next Fest, June. The capstone moment, amplified by everything built before it.
Every beat moved the needle. Daily wishlist adds climbed from low single digits in quiet weeks to a peak of 260 in a single day during Next Fest, with clear step-ups at each announce, demo, and festival moment. The game tripled its wishlist base to 21,000, and the momentum compounded rather than spiking and fading.
The number worth dwelling on is the halo. UTM tracking directly attributed 3,439 wishlists to the campaign, yet the game added 14,000 over the same window. The campaign directly drove roughly a quarter of all growth and carried the rest through halo: players who saw an ad or a stream, then searched and wishlisted later without a trackable link. The full-funnel work can credibly claim a roughly 4× multiplier on what tracking alone shows.
