The Objective

Kakao Webtoon carried out an app installation campaign in Thailand using the popular romance fantasy IP 'Villains are Destined to Die'. At the same time, to supplement the limitations of existing attribution models and verify the true business effect of TikTok, we decided to measure performance using TikTok's scientific measurement tool, the Conversion Lift Study (hereinafter referred to as 'CLS').

The Solution

In order to measure the performance of campaigns that could not be captured through attribution models and prove the incremental effectiveness of TikTok ads, CLS was introduced to measure the difference in new app users between the TikTok ads exposed groups and those not, and verified statistical significance.

In addition, vertical full-screen creatives were introduced instead of the horizontal creatives used in other media channels, to increase the viewer's immersion with dynamic and diverse creativity. In particular, by utilizing attractive and suspense-inducing story lines of popular IPs, the strategy aroused curiosity about the next story to induce high clicks. Along with the introduction of custom targeting and Display Cards for efficient conversion, TopView was applied in the second half of the campaign, expecting a synergistic effect with the performance campaign.

The Result

As a result of the campaign, Kakao Webtoon was able to verify the effectiveness of TikTok as a marketing channel by exploring diversified conversion insights to supplement the limitations of attribution models, while measuring conversions that would not have occurred without TikTok ads. Through this campaign, media performance such as CTR of 0.51%, CPC of $0.12, and CPI of 32% higher than KPI for the entire campaign period, as well as 15% higher incremental new app users were confirmed in the exposed group than the control group through CLS.