Case Study: How Creator-Led Strategy Powered a Nation-Scale Naruto Launch for Mobile Legends

Overview

To launch its Naruto collaboration at an unprecedented scale, Mobile Legends: Bang Bang (MLBB) executed a fully integrated 360° campaign across creators, live streaming, PR, UGC, IRL activations, and social-first storytelling. The objective was not only to drive downloads and engagement, but to reshape sentiment, introduce new creator faces, and cement MLBB as a cultural platform, not just a game.

The campaign combined premium IP storytelling, creator-led entertainment, and community participation to dominate attention before, during, and after launch.

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Objectives

• Drive positive sentiment and excitement around the Naruto collaboration
• Introduce new creators and expand MLBB’s talent ecosystem
• Maximize launch-day share of attention across platforms
• Convert hype into sustained engagement and participation
• Demonstrate MLBB’s long-term commitment to the Thai market

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Campaign Execution

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Welcome to MLBB: Reframing the launch as a cultural moment

The campaign opened with a strong narrative reset: Welcome to MLBB.
The focus was on positivity, discovery, and new beginnings, inviting both existing fans and new players into the MLBB universe.

A new wave of creators was introduced to signal growth and freshness, including Skizz, MyMateNate, Kyutae Oppa, Pao iHAVECPU, and Malee Suaymak.

Role in the funnel: Sentiment, reach, creator discovery, community warmth.

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MLBB Investment (PR): Positioning the collaboration as a serious, long-term commitment

PR messaging focused on scale and craft:

• 400M+ THB invested in the Naruto collaboration
• 1B THB annually dedicated to collaborations
• Emphasis on skin quality, faithful design, and skill accuracy aligned with the original story
• Behind-the-scenes storytelling on the creation process
• Two Naruto skins are made free to players

This reframed the collaboration from “licensed content” to premium product development, reinforcing MLBB’s credibility with both fans and industry stakeholders.

Role in the funnel: Trust, legitimacy, brand authority

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Search the Naruto Mini Series: Serialized storytelling to build anticipation

A 5-part mini series followed LungA, Ananped, and Primkung as they searched for their mysterious fifth teammate.

The final reveal was introduced: Guyngid creating a high-impact payoff moment.

Role in the funnel: Retention, episodic engagement, social conversation.

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Live Stream Parties: Owning the moment through synchronized attention

All creators went live simultaneously before and during the launch, creating a platform-wide takeover. This was amplified with:

• In-game giveaways
• Centralized live streams featuring creators playing together IRL
• Key moments hosted by LungA, Pao iHAVECPU, and Malee Suaymak at Guyngid’s home

Role in the funnel: Launch-day domination, real-time engagement, conversion.

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Naruto Gold Rush: Turning the city into the game

A city-wide hunt across Bangkok transformed the launch into an IRL experience:

• In-game quests unlocked real-world clues
• Players hunted Naruto-costumed influencers
• Rewards included real gold, with Bangkok holding the top prizes, and nationwide rewards available

Role in the funnel: Mass participation, mainstream buzz, offline-to-online loop.

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MLBB Loves Thai: Purpose-driven participation

Over 13 days:

• Completing quests unlocked a free Naruto skin
• Every completion added 5 THB to a donation pool
• Funds supported people in need across Thailand

This linked gameplay directly to social impact, deepening emotional connection.

Role in the funnel: Brand love, emotional resonance, repeat engagement.

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Show Match 1v1: Creator collaboration as entertainment

8 teams competed over 2 days in a creator-led show match:

• Focus on collaboration over pure competition
• All creators are interconnected on TikTok via Starverse, amplifying cross-audience discovery

Role in the funnel: Creator networking, entertainment, social amplification.

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Show Your Naruto: Letting the community lead

Fans were invited to create Naruto-themed content on TikTok to officially join the campaign, turning UGC into a core media channel rather than a side effect.

Role in the funnel: Scalability, cultural relevance, and earned media.

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Always-On Amplification

Beyond hero moments, the campaign was sustained through:

• Second edits from live streams
• Daily social posts and captions
• Platform-native graphics and cutdowns

This ensured momentum didn’t drop after launch week.

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To learn more, write to us at marketing@ampverse.com