Client: REALM (realmwrld.com) Project Timeline: April 1, 2025 – Ongoing (as of Sep 1, 2025) As the Brand, Creative, and Marketing Strategist for REALM’s app launch, I led paid acquisition efforts and App Store strategy - surpassing CPI (Cost Per Install) benchmarks and ranking REALM among the top 5% of app advertisers in the US.

Launching a brand-new app in a highly competitive category.

Acquiring users at scale while keeping CPIs efficient.

Standing out in crowded Meta ad feeds with fresh, attention-grabbing creative.

My approach combined strategic growth planning with hands-on creative execution:

Implemented end-to-end tracking infrastructure: SKAdNetwork configuration, Facebook SDK integration, and correct Facebook App setup within Business Manager following Meta’s strict app advertising developer requirements.

Built a layered funnel from awareness to activation, prioritizing not just installs but long-term engagement and retention.

Optimized storefront presence through App Store Optimization on both Apple App Store and Google Play, ensuring product pages were conversion-ready before scaling traffic.

Ran dedicated iOS and Android campaigns, accounting for platform differences in tracking and acquisition costs.

Used Android sandbox testing to rapidly validate creative and audience combinations, then scaled winning variants to iOS (with awareness of higher CPAs on iOS due to iOS14+ tracking transparency limitations).

Balanced budget allocation based on real backend install data (which consistently outperformed Meta’s reported numbers), ensuring strategy stayed focused on true growth, not just platform-reported metrics.

Produced a suite of static and video ad units optimized for Meta’s mobile placements.

Tested a variety of hooks, including founder-led storytelling content, product highlights, and cultural trend tie-ins.

Achieved 5+ viral ad wins (1k–2k+ likes each), demonstrating both performance impact and organic resonance with the audience.

Embedded continuous A/B testing across creative, copy, and CTAs to drive down CPI and increase engagement.

Designed a tracking framework specific to app campaigns on Meta, including SKAdNetwork, conversion schema planning, and cross-checking ad platform data against backend install and engagement metrics.

Adjusted campaigns weekly—scaling winners, reallocating spend, and refreshing creatives—to maintain efficiency and sustain momentum as install volumes grew.

Exceeded all CPI goals, delivering thousands of new and engaged users.

Positioned REALM as a top-tier performer—top 5% of all app advertisers on Meta.

Built a replicable, scalable marketing engine, ready for sustained user growth.

App Launch Strategy – full funnel user acquisition, ASO-informed creative

Performance Advertising – Meta campaign structuring and segmentation

Creative Direction – ad ideation, visual storytelling, format-specific production

Optimization & Analytics – CPI monitoring, cohort analysis, iterative A/B testing

Growth Marketing – scaling campaigns efficiently while controlling user acquisition costs