Contents
Client’s KPI
- Increase visibility and CVR in Korea and Japan
- Decrease CPI of paid ads in Korea
- Improve retention in Korea
- Increase brand awareness in Korea
Strategy
- Conducted App Store Optimization (keyword, screenshot, and icon) in Japan and Korea
- Operated paid ads on Korea’s local nCPI channels to decrease CPI and acquire better retention
- Conducted influencer marketing (via Youtube, Instagram, and Naver Blog) to increase brand awareness
- Conducted SEO on Naver and Namuwiki (Korea’s biggest wiki page that is widely used and searched for)
- Provided monthly marketing reports to optimize our actions
Services We Offered
- ASO (keyword, screenshot, and icon) in Japan and Korea
- UA campaign in Korea
- SEO campaigns in Korea
- Influencer campaigns in Korea
ASO
Icon (Both JP & KR)
Based on market research and our previous experience in creatives in Japan and Korea, we attempted, icon with Max (the mascot of the app), an abstract symbol depicting security, Max with text, and the change of the faces of Max over 3 cycles of A/B testing (one cycle being approximately about 1 month.)
Screenshots
Japan Screenshots
- The main focus in Japan was to add a human in the creative to maximize the reliability of the app’s service
Korea Screenshots
- Main focus in Korea was to compose a catchy copy and highlight it in the first screenshot.
- We also attempted to add humans in the creatives, after it succeeded in Japan, but the impactful catchphrase had a better performance
Results
UA Campaign
- Operated media: Nswitch, TNK, CAULY, Naver
- All the 4 media are local ad channels in Korea
- We also created banners for the ad campaigns
Results
SEO & Influencer Campaigns
- We provided 42 Naver Blogs
- We created a wiki page for Phone Guardian on Korea’s local wiki site, Namuwiki
- We provided one YouTube influencer content and 40 posts on Instagram
SEO Campaigns
Influencer Campaigns
Results
- TOP 5 search results when relevant keywords (e.g. security, WIFI hacking, etc.) were searched on Naver
- Reached 100K+ users from the influencer campaigns with a higher than 3% engagement rate.
Phone Guardian is a mobile security app that provides VPN services to protect personal data on your device. It focuses on safeguarding your personal information from potential threats when using unsecured WiFi networks. The app features a digital mascot named Max, a husky that acts as a “digital watchdog.” Phone Guardian is designed to be user-friendly and requires no complex setup, aiming to make online privacy accessible to all users without any cost
Project: Phone Guardian
Project Period: July 2022 ~ December 2023
