The Sims 4 sorted 24 creators into storytellers, dreamers and expressers for one launch

The Sims 4 needed a full-funnel push for its 'Enchanted by Nature' expansion pack: generate excitement and awareness while also driving players from inspiration to action, connecting with both core Sims superfans and new audiences across Instagram and TikTok.

Sort 24 creators into three archetypes — Storytellers, Dreamers, Expressers — each pitching the pack in its own format, capped by a Plumbob on TikTok Superlikes.

Whalar sourced 24 aligned creators and categorised them into three profile types: Storytellers (Sims superfans showcasing gameplay and new features), Dreamers (aesthetic-led creatives bringing the pack's magical, whimsical themes to life) and Expressers (lifestyle voices in baking, beauty and gardening who wove The Sims into everyday content). Each creator used their own established formats — makeup tutorials, baking, narrative roleplay — so the nature-fantasy theme landed natively on TikTok. Paid amplification used TikTok's interactive Superlike overlay: when viewers liked a video, an animation of the iconic Plumbob, the green diamond above Sims' heads, took over the screen, keeping branding front and centre while blending with the creator's video.

Agency-reported on the LBB case page: 6.9M reach and 8.8M views, paid activity at nearly double the agency's CTR benchmark, triple the forecasted clicks through to the game's landing page, and 90% positive sentiment (self-reported in the case study).

Launching an expansion pack for a 25-year-old game means talking to two audiences at once: the superfans who already live in the game and newcomers who have never played it. For 'Enchanted by Nature', The Sims 4 and agency Whalar Group took a full-funnel brief across Instagram and TikTok and started by sorting creators into three types rather than buying reach blindly.

Storytellers were Sims superfans who showcased gameplay and new features to drive engagement from the core community. Dreamers were creative, aesthetic-led creators who brought the pack's magical and whimsical themes to life. Expressers were lifestyle voices — baking, beauty, gardening — who wove The Sims into everyday content to make it feel relatable and clickable. Each used their own established formats, from makeup tutorials to narrative roleplay, so the expansion appeared natively in feeds rather than as an intrusion.

The paid layer leaned on TikTok's own mechanics: an interactive Superlike overlay in which liking the video triggered an animation of the Plumbob — the green diamond that floats above Sims' heads — taking over the screen. The results, reported on the LBB case page in February 2026: 6.9M reach, 8.8M views, nearly double the agency's CTR benchmark, triple the forecasted clicks to the game's landing page, and 90% positive sentiment.

One expansion had to speak to superfans and newcomers at once; splitting creators into three archetypes let each audience hear about it from a voice they already trust.

Creators performing in their own formats — baking, makeup, roleplay — made a fantasy expansion feel native to lifestyle feeds, not just gaming ones.

The Plumbob Superlike overlay turned the platform's most basic gesture into brand media, keeping The Sims front and centre without interrupting the video.

A full-funnel brief was answered with a funnel-shaped casting system: awareness from Dreamers, engagement from Storytellers, conversion signals from Expressers.

Creator campaigns get sharper when you segment by how fans create, not just by reach — and paid media works harder when it amplifies the platform's own gestures instead of interrupting them.

The campaign's results were documented on LBB's work page in February 2026, with the agency reporting that paid activity outperformed initial benchmarks on every key metric. No figures beyond the self-reported reach, views, CTR, clicks and sentiment have been published.