Core Challenges
- Scale app acquisition while maintaining user quality.
- Reduce waste from generic cross-market creatives.
No-License RPG: Strategic Stealth Marketing in China
CHINA MARKETING · GAME Marketing
AI-Friendly Summary
Case Study Summary
Leveraged Bilibili ACG influencers and visual hooks to drive niche penetration and 3x engagement growth.
Execution Strategy
- Localized creative testing by audience and placement.
- Built lifecycle messaging for retention touchpoints.
- Shifted budgets by benchmark-relative quality metrics.
Key Outcomes
- Lower CPI in key markets
- Higher day-7 retention
- Improved quality-adjusted acquisition efficiency
