Unpacking

Building a social media and community strategy for a BAFTA-award-winning video but after launch, focused on keeping players engaged as well as driving new sales, all through growing TikTok, Twitter, and Discord.

Grew TikTok following by 100K in 6 months
Created 9 TikToks with 1M+ views, and four with 2M+
Grew Discord by 3000+

This was part of our April Fool’s Day campaign—this game mode had existed since launch, but was an open secret on our Discord. We decided to play it straight, but with a wink and a nod, for April Fool’s Day. A lot of people were fooled—but we came clean before the end of the day.

yes, Unpacking was built in Unity, or as we like to say, by ~secretly using the third dimension~ pic.twitter.com/mVPCqcUmzF
— Unpacking 📦 merch on sale NOW! (@UnpackingALife) September 21, 2022

The Unpacking Anniversary cake, a (delicious) story in 4 parts. Thank you to the many, many people who helped us eat it! pic.twitter.com/n27f0UiYhc
— Unpacking 📦 merch on sale NOW! (@UnpackingALife) November 10, 2022

The WINNER of the Best Sound in Unpacking bracket is: the folding up cardboard box!! 🏆🥳📦

(Should we have expected that it come down to this? Probably! 😄)

In celebration, here's a video of a ton of them folding up one, after another 📦🎧📦 https://t.co/26JxbjqVeX pic.twitter.com/MTEa6Hev4y
— Unpacking 📦 merch on sale NOW! (@UnpackingALife) July 18, 2022

April Fool’s Day

What a night at @BAFTAGames! We're just in awe, and thank you to everyone on the BAFTA jury and in the public who voted for us. We're so, so grateful 💜 pic.twitter.com/kHrltLEv8s
— Unpacking 📦 merch on sale NOW! (@UnpackingALife) April 7, 2022

Unpacking is officially ✨ verified ✨ on #SteamDeck AND officially "Great @OnDeck" and if we may say so, it looks absolutely gorgeous! 📦 pic.twitter.com/oTvO0DV4wr
— Unpacking 📦 merch on sale NOW! (@UnpackingALife) March 1, 2022

Folks in the US, it's back to Daylight Savings Time—don't forget to set the time on your microwave! pic.twitter.com/UKxVKMhCsQ
— Unpacking 📦 merch on sale NOW! (@UnpackingALife) March 13, 2022

Newsletters

We send out a monthly newsletter to 5000+ fans, and post it on our blog as well. Here are some favorites:

Taking a deep dive into Unpacking’s sound & design

Voting in the Webbys & don’t forget to pre-order your physical editions!

Unpacking is now in a museum!

Tweets

(that I’m particularly proud of)

TikToks

Some of my more popular TikToks!