How ThingsBook, a digital journaling platform, tapped into

ThingsBook is a digital journaling platform where you can journal everyday moments and curate your personal tastes. It enables users to create and share collections based on their interests, and connect with like-minded individuals. While scaling its service in North America, ThingsBook believes its true value lies in a journaling-first experience, where users not only consume content but also actively create and accumulate their own.

From February to April 2026, ThingsBook ran campaigns targeting US WEBTOON users to drive new user acquisition and encourage content creation. The campaigns were designed not only to promote the app but also to attract highly engaged users who actively participate in the platform and generate content.

Digital journaling platform 'ThingsBook'

💡 Case at a Glance

Objective: Increase brand awareness in the US and attract content-producing users
Strategy: Combine display ads based on WEBTOON creators' creatives with a tiered reward structure
Differentiator: Design multiple missions around key feature trial to obtain high-value users

STRATEGY 1

Seamless integration of display/video ads and offer-wall

This campaign adopted a full-funnel structure that seamlessly connects display and video ads designed to boost brand awareness, with a tiered offerwall mission that targets high-quality users.

The offerwall incorporates creator assets to drive brand awareness and engagement

The ThingsBook display and video ad leveraged assets focused on popular creators. They were naturally placed within the user's browsing experience, generating heightened interest. The images used for the video ad and offerwall were identical to deliver a consistent brand experience.

Clicks Trend — Display/video ad with offer-wall landing vs. offer-wall ad

STRATEGY 2

Treasure Hunt, a multi-level mission adding depth to the experience

The ThingsBook campaign didn't just end with a single mission where users installed the app. Instead, it leveraged a tiered structure inviting them to experience the core service.

Designed with a low entry-barrier, users gradually become more familiar with the service through each additional action — encouraging them to experience the platform firsthand and create content for themselves.

Mission Design

Step 1. Sign-up — Lower the entry-barrier
Step 2. Create Posts — Experience the core feature of the service

Strategic Multi-Action Campaign Design

Key Results

This campaign used assets optimized for the WEBTOON platform along with a strategic design, setting it up for immediate success, with metrics significantly exceeding US market benchmarks. Most notably, the conversion rate from the first to the second mission was more than double the average for multi-mission campaigns. This highlights the importance of a well-structured multi-action design and demonstrates the strong potential of reward-driven user acquisition to convert users into high-value customers.

* Compared to the US multi-mission campaign average (Feb – Apr 2026)

Insight

STEP 1. Selecting creator assets with a consistent narrative

Creator assets tailored to the WEBTOON platform and user characteristics helped position the ads not as interruptions, but as a natural part of the content experience, driving strong initial engagement.

STEP 2. Creating high-value users through a multi-mission design

With minimal user churn between the first and second missions, a well-designed multi-mission structure can serve as a powerful onboarding tool, effectively converting users into highly engaged, high-value users.

The carefully calibrated level of difficulty in reward unlocking and mission participation was key to ensuring a positive user experience and strong brand satisfaction. Moving forward, this campaign will expand to include a collection of WEBTOON posts, along with the addition of a third mission.

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