Kakao Webtoon Thailand

The Objective

Increasing Awareness and Conversion

Kakao Webtoon Thailand launched new title <Love Destiny> and Kakao Webtoon decided to launch full-funnel campaign on TikTok with two objectives. First was to increase brand awareness and participation and second was to turn awareness into conversion: from clicking the webtoon episode and following Kakao Webtoon's account, to deeper funnel events such as app installs and registrations.

The Solution

Delivering with Branding and Auction Solutions

With TikTok's Branded Effect and Branded Hashtag Challenge, Kakao Webtoon effectively increased awareness of <Love Destiny> webtoon and its character by allowing users to participate and experience the webtoon. Kakao Webtoon adopted the trendy effect [Random Rolling and Select], which is straightforward and easy to use, to attract more users to participate in the challenge. The campaign's brand video using the webtoon's creative was amplified via Top View and One Day Max to highlight the webtoon's story and videos created in collaboration with TikTok creators were also promoted via Reach & Frequency to encourage challenge participation. 

Along with the massive branding campaigns, Kakao Webtoon executed Reach & Frequency to direct users to the first episode of the webtoon and Spark Ads to drive users to follow Kakao Webtoon's official TikTok account. In addition, App Install campaign was conducted, retargeting users who engaged in the branding campaigns. Kakao Webtoon also used various Interactive Add-on features including Countdown Sticker, Display Card, and Super Like, to actively engage with users. Furthermore, Kakao Webtoon ran ads on Pangle to maximize the audience pool they can reach.

The Results

The branding campaign achieved 528M total video views in the first 3 days, doubling the 3-day benchmark in Thailand. During the 7 days of the branding campaign it reached 38M and the engagement continued to grow as videos with TikTok creators rolled out: number of engagement (likes, shares, and comments) reached 47M and the engagement rate reached 9%. Number of creation was also higher than the Thai benchmark, with a total of 311K.

The campaign achieved average daily reach of approximately 14M immediately after the launch of of <Love Destiny> and during the campaign period, 2.4M clicks were generated in total and Kakao Webtoon's TikTok account gained 220K followers. 30K new app installs were successfully acquired from the campaign, exceeding the previous month's number by 200%.