Owner | Producer
/ Youtube
channel
I launched a YouTube channel for Island Hoppers, growing it to a community of 550K ad enthusiasts in just 18 months -driven purely by my passion and curiosity in my free time. This channel not only showcases Island Hoppers ads but also serves as a valuable analytical tool for the creative team, an extra monetization source, and a platform for community engagement and organic user acquisition. To enhance its performance further, I was excited to hand the channel over to Nexters' brand team.
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550K subscribers
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216M+ total views
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over 80% watch rate
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an average watch time of 83%
Creative Producer | Creative Lead
/sland Hoppers
CASUAL
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Developed impactful creative strategies aligned with business goals and marketing vision, leading to 4 ROAS-effective concepts. This effort helped Island Hoppers achieve top-3 in downloads and top-7 in revenue worldwide (farming genre, best result in October 2023, AppMagic).
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Led a talented team of screenwriters, enhancing their skills. Also developed an onboarding guide and knowledge base for the creative team and helped shape target audience personas, which informed our strategies and drove the creation of impactful ads.
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Reorganized and optimized ideation processes, boosting the team's capacity by 2.5 times without expanding the team or burning anyone out, all while maintaining high creative quality.
Creative Producer
Creative Producer
/ Chibi Island
/ Puzzle Odyssey
CASUAL
During the soft launch stage, I collaborated with a UA producer to identify two top-performing creative concepts for these casual games, successfully reducing the cost of payer (COP D7) by 2x and 1.5x, respectively, within just three months for each title. While these games didn't advance to global launch due to product metrics not meeting business expectations, our work significantly optimized their performance.
Creative Screenwriter
/ Hero Wars
MID-CORE
As a screenwriter, I crafted top-performing ads that boosted the UA team’s traffic, helping Hero Wars Alliance achieve 22nd place in revenue and 13th in downloads worldwide (2022, RPG genre, Sensor Tower). Some of these ads brought to life a successful concept the team had been refining for a while. I took full ownership of each creative made, overseeing its lifecycle from idea generation to analysis and iteration.
