CASE STUDY: Fleetbattle

From Below Deck to App Store Charts — Influencer Campaign Drives Fleetbattle App Downloads

1.6+ Million Views

CASE STUDY: Fleetbattle

From Below Deck to App Store Charts — Influencer Campaign Drives Fleetbattle App Downloads

1.6+ Million Views

10 Influencers

33% Over Target

1.6+ Million Views

June 2024

33% Over Target

1.6+ Million Views

June 2024

10 Influencers

The Challenge

Fleetbattle was created out of nostalgia—a digital tribute to the classic game Battleships. Originally built as a passion project, the app saw modest downloads… until one cultural moment changed everything.

When Battleships made a surprise cameo in Squid Game, interest in the concept skyrocketed. The Fleetbattle team began waking up to thousands of unexpected downloads across iOS and Android—without any major marketing behind them.

Seeing the surge in organic growth, the question became: “How far can we take this?”

Fleetbattle needed to capitalise on the momentum, boost mobile app installs, and keep the buzz alive. That’s where our creator-led campaign came in.

The Solution

We executed a strategic influencer marketing campaign across TikTok and Instagram with 10 creators to drive mobile game installs for Fleetbattle. The goal was to tap into the app’s viral potential by leveraging creator audiences who were well-aligned with the 18–44 age demographic, a core group of potential game downloaders.

🎯 Niches Targeted:

Gaming & App Reviews

Family Challenge Videos

Skit & Comedy Content

Engineering & STEM TikTok

Reality TV Fans

🌟 Standout Creator: We partnered with Captain Jason from Below Deck Australia—a known reality TV figure—to reach both TV enthusiasts and casual mobile gamers, creating instant engagement.

🧭 Campaign Strategy:

Created 10 engaging video assets, showcasing:

Competitive game challenges and family battles

App tutorials with a mix of humor and nostalgia

Real-life captains and engineers playing Fleetbattle

Clear CTAs encouraging iOS and Android app downloads

The Results

Surpassed view target by 33%, generating 1.67M organic views

Reddit post went viral, reaching 98K views on the Below Deck subreddit, further expanding brand visibility

High engagement rates drove substantial mobile app installs

Expanded Fleetbattle’s reach beyond TikTok and Instagram to include Reddit gaming communities

Boosted Fleetbattle’s visibility for popular gaming and viral app-related keywords such as Battleships game app, multiplayer mobile game, and Squid Game mobile app

Bonus Win: The viral Reddit post within the Below Deck subreddit helped create cross-platform buzz, amplifying Fleetbattle’s presence within reality TV fandoms and gaming communities, leading to an even larger audience than initially anticipated.

Why This Influencer Strategy Worked:
Cultural Timing: By aligning with the post-Squid Game surge in interest for Battleships, Fleetbattle tapped into a highly relevant moment in pop culture.

Reality TV Creator Influence: Partnering with Captain Jason brought credibility and familiarity to the app, leveraging his audience of reality TV fans and casual mobile gamers.