-Noluniverse Carrot, Moloco AI-based advertising solution to develop integrated marketing strategy from awareness raising to user conversion
-Moloco, expanding the ecosystem through organic linkage between solutions, strengthening its position as a partner that supports customers' real business growth
Artificial intelligence (AI) advertising company Moloco announced that it successfully conducted a rebranding campaign for global travel and leisure platform Noluniverse and a real estate service campaign for local community platform Carrot.
Nol Universe and Carrot implemented an integrated marketing strategy that goes beyond spreading brand messages and raising awareness of new services to user conversion by utilizing 'Moloco Streaming Monetization (MSM),' a streaming advertising solution for advertising monetization on media platforms such as streaming, OTT, and CTV, and 'Moloco Ads,' a full-funnel AI advertising solution for performance marketers.
Nol Universe has been providing ‘every moment, every pleasure’ across travel, leisure, and culture by rebranding Yanolja Platform, Interpark Tour, and Interpark Ticket as NOL, NOL Interpark Tour, and NOL Ticket, respectively. To promote its new brand identity, Nol Universe, together with Moloco, launched a rebranding campaign centered on its core target. First, Nol Universe executed a campaign video advertisement on Korea’s leading OTT Tving based on Moloco’s MSM. As a result, the rebranding message was effectively delivered with a campaign video viewing completion rate of 41%, and significant results were also confirmed in that approximately 80% of the users reached through the campaign were in their 20s to 40s, which was the core target group.
Next, Nol Universe launched a mobile app retargeting campaign with Moloco Ads to drive actual customer conversion. As a result of advertising to users with a high probability of conversion based on AI-based targeting, the time until purchase conversion of retargeted users was shortened by about 1 day compared to the average, and the average revenue per paying user (ARPPU) increased by 38% compared to the existing retargeting campaign. In addition, it reached a new user base that had not been reached before, achieving a reach increment of more than 66% compared to the existing retargeting campaign.
Meanwhile, Carrot was able to effectively reach its core target audience by immersively exposing its brand video using MSM-based Tving advertisements to raise awareness of its real estate service. As a result, it recorded a 37% completion rate, which is more than twice the average for other media. In addition, the proportion of inflow from the core target group of 30s was 11%p higher than the average for other media.
Carrot then implemented performance conversion through Moloco Ads. As a result, the proportion of users in their 20s to 40s, the main real estate demand group, was high among the inflow users, and the chat conversion rate increased 11 times compared to the existing retargeting campaign.
Both cases, which linked MSM-based Tiving advertising with Moloco Ads' mobile retargeting campaign, proved that real results can be achieved when branding and performance are organically connected by designing a clear funnel from branding to conversion.
Dong-han Shin, head of performance marketing at Noluniverse, which worked with Moloco on this rebranding campaign, said, “Through strategic campaign design based on Moloco’s solution, we were able to drive high advertising engagement in the OTT environment, which then led to performance conversion. Moloco’s quick campaign setup, precise targeting capabilities, and close support based on high expertise were of great help in maximizing performance.” Woo-jung Jang, manager of Carrot Performance Marketing, said, “Through Tving’s immersive OTT environment and Moloco’s solution, we were able to build a flow that connects natural message delivery to post-branding performance. The Moloco team’s fast and flexible collaboration was also the secret to success.”
“The success of this campaign for Nol Universe and Carrot is the result of a combination of our strategic campaign design based on Moloco’s various solutions and our execution capabilities based on our accumulated experience,” said Jae-Kyun Ahn, CEO of Moloco Korea. “Moloco aims to effectively target user journeys scattered across various channels, expand advertising channels and scale simultaneously, and maximize performance by organically linking each solution beyond individual advertising areas. Going forward, we will continue to apply AI technology to advertising opportunities across various channels, such as apps, web, OTT, and CTV, to create tangible results and strengthen our role as a reliable partner that supports business growth.”
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