How MUST’IT maximized full-funnel marketing performance

MUST’IT is an online luxury platform in Korea that connects sellers of various overseas luxury brands and fashion to online consumers who are looking for diverse trends. MUST’IT puts customer trust first and brings profits to sellers by creating a solid environment for sales. In addition, it is positioning itself as the #1 online luxury platform by allowing buyers to safely purchase reliable products at reasonable prices and supporting reliable luxury transactions.

As competition in the online luxury platform market gets fiercer every day, MUST’IT set the pace by launching large-scale TV commercials featuring celebrity spokespeople. In addition, by measuring their TV advertising performance in depth through Criteo’s TV Audience Extension (TVAex) and using the insights to establish a marketing strategy, MUST’IT wanted to quickly implement an industry-leading, TV-to-digital strategy and stand out from more nascent emerging brands.

Realization of “TV-to-Digital” strategy

MUST’IT focused on formulating an effective marketing plan by measuring the synergy between TV and digital to find the optimal mix. Using Criteo’s Shopper Graph, which offers the ability to activate the world’s largest commerce data set, MUST’IT could identify users who watched their TV ads as well as visited their site. MUST’IT analyzed their shopping behaviors such as what products they browsed and what they put in their shopping carts to optimize engagement and better evaluate attribution.

Through TV Audience Extension, MUST’IT increased the number of on-site events after the TV advertisement spot by 2.5 times by finding users who watched TV advertisements online and encouraged them to visit the site through custom banner advertisements. In addition, the event data accumulated during the campaign continually made the engine more sophisticated to reach the most suitable users among numerous TV advertisement viewers and contributed to increasing media budget efficiency.

According to Dahyun Yu, a marketing lead at MUST’IT, “In the case of offline campaigns among branding campaigns, unlike online campaigns, it was difficult to clearly track performance. We were able to determine the performance of TV advertisements by identifying users who entered the site during TV advertisement hours, and through this, we were able to confirm significant figures in terms of new user expansion.”

Creating strong customer lifetime value

Overall, the TV Audience Extension campaign demonstrated targeting highly active users based on TV viewing can deliver immediate results and has the potential for long-term customer value, including the ability to positively influence average purchase price, average visit frequency, and total customer lifetime value. MUST’IT was able to support their full-funnel marketing goals from brand awareness to product consideration and conversion, as well as maximize performance using TV Audience Extension.

During the campaign, user activity doubled on the platform and customer growth also more than doubled. TV Audience Extension users generated 1.95 times more events on the MUST’IT platform. Additionally, the lifetime value of users who converted from the TV Audience Extension campaign was 2.15 times higher compared to other customers who bought from MUST’IT but weren’t exposed to the TV Audience Extension campaign.

In addition, churned customers are re-introduced through the TV extension, resulting in additional purchases. Synergy from Criteo’s full-funnel solutions enabled MUST’IT to secure new opportunities.

MUST’IT and Criteo plan to continue collaborating on various initiatives to maintain solid growth. Minwook Park, a MUST’IT marketing manager said, “This year is expected to be more competitive than last year, and I think the user lock-in strategy that has flowed into the site will be the main issue. We want to focus on making sure that not only users but also users with a history of visiting the site continue to come to MUST’IT.”

In addition they said, “Criteo has a great strength in online retargeting and has expanded to offline contact points through TVAex, so we plan to take full advantage with future branding campaigns.”