01. DISRUPTION | Scaling Organic Growth through Narrative Innovation

The Intent: In a high-competition landscape, my primary mandate was to achieve Top Chart positions to unlock a massive stream of organic users. Traditional UA often hits a ceiling; therefore, my objective was to create a "meta-narrative" framework for Evertale that blurred the lines between the game and the player's reality. By designing a high-impact "Horror/Glitch" campaign, we aimed to trigger the curiosity required to skyrocket our ranking and maximize organic lift.

The Execution: I led the creative direction of a series of ads designed as an interconnected saga. We treated the advertisement sequence as a standalone product, keeping the audience hooked from one asset to the next. This episodic approach bypassed the "ad-blindness" typical of the RPG category, sparking massive community debate on X (Japan) and YouTube. It was a calculated, laboratory-style strategy used to "hack" visibility in an environment where organic discovery is the ultimate prize.

The Impact: This strategy transformed our marketing into a self-sustaining organic engine, achieving a K-Factor > 1 and a 3.5x increase in IPM. While I recognize that these disruptive tactics are specific to the "research lab" phase of an emerging IP, the core learning is universal: deep narrative engagement is the most effective hedge against rising UA costs. For a reputable brand like Niantic, I would translate these learnings into "World-Building" campaigns that respect IP legacy while maintaining the same level of organic curiosity.