Danggeun Market leverages Commerce Growth to apply always-on strategies across every stage of the shopper journey with first-party data
CLASS 101 is a leading online learning platform founded in South Korea that connects users around the world with courses to learn new skills and hobbies. Guided by its mission to “build a world where everyone lives doing what they love,” CLASS 101 offers the largest volume of online classes in South Korea – boasting over 2,000 courses that users can choose from. CLASS 101 provides high-level workshops, preparation tools, and coaching resources across various areas such as hobby development, career growth, and even financial technology.
CLASS 101’s two primary customer segments include creators who teach online courses on the platform and users who enroll in the courses as students. As such, CLASS 101 enables creators to spread their passions with others, while empowering users to enrich their lives with education and hobby development.
CLASS 101 wanted to leverage ad tech solutions that would help them connect more users with relevant courses and creators on the company’s platform. To achieve this, CLASS 101 partnered with Criteo to launch an online marketing campaign to secure brand awareness and inform prospective users about CLASS 101’s inspirational vision and unique proposition. Previously, sales were CLASS 101’s most important indicator of success. However, CLASS 101 wanted to prioritize inflows and first-time purchases during this new campaign.
Meeting and accurately analyzing customer activity on CLASS 101’s website and app is critical to measuring the company’s marketing performance. As such, CLASS 101 utilized Criteo’s Customer Acquisition (CCA) solutions to identify more core audience targets and ultimately reach more new and existing customers.
As a result of the CCA campaign, CLASS 101 improved their overall purchase volume and efficiency. The campaign also helped CLASS 101 obtain new purchase volume at a lower inflow unit price compared to other media. In particular, the campaign’s lower-funnel tactics reinstated audiences by more than 70%, resulting in a significant transition from retargeting users to the lower-funnel campaign.
Today, CLASS 101 is working with Criteo on other retargeting solutions that provide a customizable creative format to operate advertisements specialized for each period of promotion. Since partnering with Criteo, the campaign has contributed to overall volume improvement. CLASS 101 establishes their media strategies according to KPIs and allocated budgets based on staged goals and media performance. In particular, Criteo makes it easier to execute campaigns according to staged goals compared to other display campaigns, and purchase performance is also confirmed relatively high.
Since the beginning of the pandemic, CLASS 101 has seen more customers ambitiously pursue their hobbies and personal development through educational online content, and the company is leveraging these consumer trends to further expand their business as an online learning platform.
“CLASS 101 and Criteo will continue to run campaigns with the goal of increasing sales and securing new purchases, and Criteo’s AdTech is helping us reach audiences quickly, enable optimization, and run efficient advertising,’’ shared Hyunwoo Kim, marketing lead at CLASS 101.
CLASS 101 plans to continue their work with Criteo in the future. Hyunwoo Kim shared, “Data-driven marketing is becoming more important, and Criteo will provide more insights through data analysis tools.”