Webtoon/Yonder Analysis 2022-2023
The problem: Yonder's ads were performing lower than they should have been. They were uploading Google DSP, Meta, and Twitter
What I found out: They had major ad fatigue and were only using static images for their ads. This was costing the client about 60% more than they should have been spending, making their budget dwindle. They were not uploading the correct campaigns to the correct channels, which we found out after doing more research. They were also far behind their main competitors in the type of campaign that they were using.
The process: I ran data analytics on both Yonder and their competitor, I came up with a strategy that streamlined the process of making creatives, saving the client hours, but giving them quality. We offered to run their channels for a few months in order to show them where they can better utilize their campaigns. I found VO actors and influencers within booktok to sign for campaigns for them, allocating their usual spend towards talent instead of spending on campaigns.
The solution: Utilizing video, influencer, and UGC. Reducing the amount of campaigns uploaded during a month. Adding TikTok and taking away Twitter to help with reaching the correct audience.
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