Webtoon platform Mr. Blue engages new and existing users across the entire customer journey

3.2x

More average purchases per user with upper-funnel advertising, compared to lower-funnel campaigns only

82%

of new website visitors completed a purchase

4.5x

Higher repurchase rate for customers introduced through upper-funnel campaigns

Mr. Blue is a multi-faceted digital platform in its native Korea, specializing in online cartoons, or webtoons, digital comic books, and other content. Since its launch in 2003, Mr. Blue has gathered more than 1.2 million content offerings for users across both its website and app.

With a diverse audience base, Mr. Blue wanted reach new users who would generate the most value for its platform, while also re-engaging “dormant” users, and drive them towards watching exclusive, paid content. To do this, Mr. Blue turned to Criteo, with whom it held a strong partnership since 2018.

Mr. Blue was already satisfied with the conversion-focused digital advertising campaigns it ran with Criteo and expanded the partnership to include upper-funnel campaigns as well.

Finding new, high-value audiences and re-engaging existing subscribers

To reach new customers, Mr. Blue leveraged Criteo’s advanced AI technology to identity high-value prospective users with granular data that goes beyond standard demographic information of age and gender. Criteo uses multiple layers of AI to find new users who are similar to Mr. Blue’s existing audiences and reach them with relevant display advertising.

On top of reaching new customers, Mr. Blue also quickly pivoted its strategy after the outbreak of COVID-19 to also drive higher conversions. With stay-at-home orders, consumers’ interest in online entertainment increased, so Mr. Blue expanded its campaign to target and re-engage dormant users and increase sales on their site.

This strategy allowed Mr. Blue to go beyond lower-funnel retargeting campaigns to acquire new customers and increase the lifetime value of existing members.

Flexible and fraud-free

This full-funnel approach contributed to immediate results as well as long-term growth by continuously engaging newly introduced users with the upper-funnel campaign and turning them into loyal customers through the lower-funnel campaign.

A Marketing Team Lead at Mr. Blue says, “I am satisfied with the Criteo solution that encompasses the entire funnel. I think the great advantage of Criteo is maintaining convenience and stable performance.”

Criteo will continue to drive maximum value and yield the best possible results for Mr. Blue, providing relevant advertising throughout the entire customer journey.