WEBTOON Advertising Partner Insight

Our partners shined brightly this year.

Go behind-the-scenes with the campaign managers!

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Samsung Wallet is a leading digital wallet service that has driven innovation centered on the user experience, connecting services that encompass everyday life such as payments, memberships, tickets, digital keys and more, into a single application.

As the service reached its 10th anniversary, Samsung Wallet collaborated with WEBTOON’s Branding Package to deliver its story. You can hear all about it in our interview with Samsung Electronics So Yoo-young. 🔊

Q. What prompted Samsung Wallet to partner with WEBTOON as it celebrated its 10th anniversary?

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10 years ago, Samsung Wallet started with a vision to ”offer users with a digital life that seamlessly replaces their physical wallets,” and we wanted to demonstrate how we’ve achieved this vision in a user-friendly format via NAVER WEBTOON.

We were particularly drawn to the creator for Parenting Diary who has been with NAVER WEBTOON readers for many years and decided that teaming up with this creator would be a great way to portray how Samsung Wallet has become a part of everyday life for our users.

Of course, we also wanted to capture the viewership for this creator’s title, as it was no.1 in the slice-of-life category. 😉

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"We successfully leveraged the art style from Parenting Diary to more effectively convey the emotion and depth of the catchphrase

for Samsung Wallet’s 10th anniversary campaign."

Q. Branding Package comprises of the entire user journey – could you point out what you found most impressive?

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I would say that WEBTOON Non-skip Ad was an impressive component.

It was one of the contents users could enjoy since it was an ad in webcomic format with an engaging story. Branding Package was unique for its ability to showcase our brand in video form, which was different from traditional banner ads, and certainly proved to be remarkably effective for our click-through rate(CTR) as well!

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WEBTOON Non-Skip Ad is a full-screen, non-skippable ad format that requires users to watch an advertisement in order to unlock paid episodes for free.

As a premium, high-performance solution, it is characterized by voluntary user participation, high completion rates, and strong click-through performance.

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Q. What was the message Samsung Wallet wanted to deliver through Parenting Diary, and can you explain to the impacts of the campaign?

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Although Samsung Wallet was rebranded from ‘Samsung Pay’ in 2024, many people still associated the service with payment only. That’s why we wanted to mark Samsung Wallet’s 10th anniversary with a promotion of the various features it supports like payments, personal identification, transportation cards, tickets and automobile key services.

We were contemplating how to seamlessly embed this message into WEBTOON, and then I distinctly remember feeling particularly moved after seeing the last cut from the storyboard draft of the Branded story.

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“Another day raising my child with the help of the world."

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The creator found an authentic way of communicating that Samsung Wallet helps users find convenience.

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The results of this campaign was also remarkably successful perhaps due to the positive sentiment surrounding NAVER WEBTOON ads.

We ended up ending the gift discounts earlier than planned, and the instant raffle event became so popular that we started receiving calls from friends expressing interest.

We even had team leaders from other Samsung groups reaching out, telling us how they’ve seen the 10th anniversary campaign on NAVER WEBTOON. Word started to spread throughout the company and ultimately drove us to decide on conducting this campaign once more via the Branding Package with Parenting Diary! 😆🎉

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Get to see the original sketches before they’re colored in! 🤩

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Q. We can’t wait to see what Samsung Wallet will introduce for the upcoming December campaign!

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We’re planning on using this second Parenting Diary campaign to introduce added benefits for users called

‘Samsung Wallet Money’ and ‘Samsung Wallet Points’, as a way of expressing gratitude for their continued support throughout Samsung Wallet’s 10-year journey.😙

※Samsung Wallet Point is a reward system that automatically accumulates points for every transaction. There is also a new ‘Benefits’ tab to encourage users to accumulate more points.

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December 24, Keep an eye out for the Christmas Eve update of Parenting Diary !

Samsung Wallet might have even bigger gifts in store than Santa!? 🎁

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Q. To conclude, what is NAVER WEBTOON to Samsung Wallet?

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✨Special thanks to So-yoo Young for taking the time to chat with us! ✨

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👀 Discover more details in the product overview below.