3 min read
NAVER WEBTOON improves webtoon completion rates with Braze
NAVER WEBTOON sought to enhance user engagement and streamline workflows by integrating its proprietary recommendation engine with Braze.
NAVER WEBTOON integrated its proprietary recommendation engine with Braze Connected Content, establishing an automated pipeline that delivers dynamic, personalized content experiences.
NAVER WEBTOON saw a significant increase in key metrics, such as click-through rates, webtoon completion rates, and payment rates.
INDUSTRY
NAVER WEBTOON is part of WEBTOON Entertainment Inc., a leading global entertainment company and home to some of the world’s largest storytelling platforms. WEBTOON Entertainment and webcomics have exploded in popularity around the world, creating a new generation of comic creator superstars. The company’s content has also become an important source of IP for the global entertainment industry, with its two studios—Wattpad WEBTOON Studios in the United States and Korea’s Studio N—producing a string of hits on global streamers, including Netflix, Disney+, Prime Video, and Crunchyroll, along with local projects from Korea and across the Asian market.
How NAVER WEBTOON delivers personalized content recommendations
NAVER WEBTOON leverages its proprietary machine learning-powered recommendation data to craft tailored content experiences for users. By analyzing a diverse set of data points—such as users' reading history, genre preferences, and consumption patterns—NAVER WEBTOON's system generates real-time content recommendations for the most relevant comics.
NAVER WEBTOON's previous recommendation campaigns suggested similar comics to users who had viewed specific titles. This approach limited the platform's reach and restricted the number of variations for recommended content. Now, NAVER WEBTOON's recommendation engine enables the platform to proactively execute personalized content recommendations across its entire user base with ease. Additionally, using this data, NAVER WEBTOON can predictively suggest content that is most likely to engage users.
NAVER WEBTOON integrated this powerful recommendation data with Braze to execute tailored recommendation campaigns as part of their CRM strategy:
- Data Retrieval: NAVER WEBTOON's API server retrieves user recommendation lists from its recommendation engine upon request from Braze.
- Data Delivery: NAVER WEBTOON's API server delivers the data to Braze, enabling seamless integration into targeted CRM messages.
"We successfully transitioned to automated machine learning-based content recommendations, overcoming the limitations of focusing solely on popular titles. This shift enabled us to deliver personalized recommendations to all users while automating the process and reducing the workload for our marketers."
— Marketing & Ads Intelligence Team
Now, NAVER WEBTOON is able to personalize reader interactions in real-time through Braze Connected Content. Here's how NAVER WEBTOON utilizes Connected Content:
- Personalization: NAVER WEBTOON fetches data from its recommendation engine in real time, providing users with personalized content recommendations.
- Real-time updates: NAVER WEBTOON updates messages with the latest information at the time of sending, ensuring that communications remain relevant and fresh.
- Dynamic recommendation: NAVER WEBTOON integrates recommendation content automatically into messages using a simple dynamic tag ({% connected_content %}).
As a result, users receive personalized content recommendations in real time.
After integrating with Connected Content, NAVER WEBTOON launched its “Migration Nudge” campaign. This campaign used personalized content recommendations to guide users to similar works when their current series went on hiatus or neared completion, encouraging seamless engagement and reducing drop-off.
"We run personalized recommendation campaigns targeting users who hadn't visited our app in a specific time frame. The results were impressive. We saw a significant increase in webtoon completion rates compared to the control group".
— Marketing & Ads Intelligence Team
Additionally, NAVER WEBTOON conducted A/B testing between its dynamic recommendation system, powered by Connected Content, and previous static recommendations. The results showed significant improvements in key performance indicators, including click-through rates, webtoon completion rates, and payment rates, highlighting the effectiveness of personalized content recommendations in enhancing user engagement and conversion.
Key takeaways
- Personalized content recommendation: NAVER WEBTOON's proprietary recommendation engine provides real-time content recommendations based on users' reading history, genre preferences, and consumption patterns.
- Dynamic recommendation with Connected Content: By integrating with Connected Content, NAVER WEBTOON created an automated, personalized, and dynamic content recommendation system, replacing their previous static campaigns.
NAVER WEBTOON is a customer of AB180, the official Braze reseller in South Korea.
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