Lineage W's CHARISMA update campaign used a full-funnel design to capture Taiwanese players from the moment they opened the WEBTOON app.
Lineage W is a major MMORPG launched by NCSOFT for global players. With a universe that transcends time and space and stunning visuals, it has consistently been well received in markets including Taiwan, and continues to offer players new experiences through regular large-scale updates.
To showcase the striking key visuals and cinematic quality of its May major update, "CHARISMA," Lineage W launched a full-funnel campaign designed to capture attention at every stage of the user's journey — from the moment they opened the WEBTOON app to their most immersive moments of content consumption.
Campaign at a Glance
Objective
Drive awareness of the major update among Taiwanese players and expand user acquisition
Strategy
Maximize campaign reach with the Splash Package while capturing attention through high-impact video creatives
Key differentiator
Optimized performance through multiple creative assets, extending reach beyond core users to high-potential audiences
Strategy 1. Where the fantasy begins — the moment users open the app
The first touchpoint in the full-funnel journey was the Splash Ad — a full-screen placement displayed the moment users launched the WEBTOON app. Leveraging the Splash Package, Lineage W captured immediate attention at app entry with striking "Blood Mage" visuals in bold crimson tones, establishing strong brand recall from the very first screen.
Strategy 2. Cinematic storytelling throughout the user journey
Following the Splash Ad, Premium Home Ad placements on the home screen and Viewer-Top Video Ads shown at the beginning of the viewing experience showcased the game's cinematic visuals at moments of peak engagement. Viewer-End Ads then encouraged users to take action, creating a seamless path from awareness to conversion.
VIDEO
Lineage W's cinematic dark fantasy trailer
Click through to experience the campaign video
Strategy 3. Identifying the most effective creative
Lineage W simultaneously ran a diverse range of creatives, boosting overall performance by shifting weight toward high-CTR assets. As a result, the "CHARISMA" creative — which carried the campaign's core message — drove a significant increase in the overall CTR.
Key Results
Splash Package
850K+
Daily impressions
CHARISMA creative
2.5x
Engagement rate vs. average
Premium Home Ad
+57%
CTR vs. ad average
The Splash Package maximized exposure and user acquisition during the critical launch phase. As a result, Lineage W recorded its largest single-day increase in app downloads on May 19 — the day the campaign went live — in Taiwan's app marketplace.
The campaign was also designed to re-engage users by serving a Premium Home Ad immediately after the Splash Ad. This sequencing, combined with video creatives, achieved a CTR 57% higher than the average for this ad format.
DEMOGRAPHIC CTR
Ages 18–24 Gen Z (potential) 2.16% · ages 25–29 emerging core 1.97% · ages 30–39 established core 1.43% — the core audience was retained while Gen Z potential users expanded.
Insights
Seamless full-funnel design
A phased product integration spanning the Splash Package, Viewer-Top Video Ad and Viewer-End Ad guided users along their journey, connecting awareness directly to conversion.
Cinematic impact through video formats
The Viewer-Top Video Ad delivered both key update messaging and signature cinematic visuals, proving highly effective for major update announcements.
Audience expansion through creative rotation
Continuous optimization and rotation of multiple creative assets drove strong engagement on the CHARISMA creative, expanding reach beyond core users to high-potential audiences.
If you're looking to create a strong impact in a short period of time, connect with global audiences through the WEBTOON platform.
Thank you.