WEBTOON is powered by the imagination of its creators. We partnered with world class production partners, The Sweet Shop and No Frames to tell the stories of three of WEBTOON’s top creators. Ingrid Ochoa, creator of the smash hit webcomic, “The Kiss Bet,” and Rachel Smythe, creator the #1 New York Times Bestseller, Lore Olympus, and Brent Bristol, creator of beloved action series, Ordeal. Making comics can be an inherently lonely activity, with long hours of intense artistic and storytelling focus. We wanted to show our aspiring creators that even the greats have vulnerable moments dealing with self-doubt in the creative process.

We ran a sequenced campaign in which the target segment was first shown the docu-style ads, followed by fun, informational animated videos by master animator Mat Voyce (see below). In the English-speaking market, the creatives in sequence delivered +4% in ad recall and +3% in awareness with a significant increase in uploads and readership to the WEBTOON Canvas platform. We also retargeted viewers with strategic, interest-based display ads on Reddit and Pinterest to continue driving awareness while they were engaged in creative activities online.

Brent Bristol - Ordeal

Rachel Smythe - Lore Olympus

Ingrid Ochoa - The Kiss Bet (EN)

Ingrid Ochoa (ES)

Informational animated ad (EN and ES)

WEBTOON CANVAS Landing Page: Before and After

WEBTOON CANVAS Academy

As part of our CANVAS new user acquisition campaign, we developed a series of video tutorials to address the most common questions and issues that new webcomic creators face. The tutorials cover key parts of creator onboarding process, including platform technical support and are narrated by actual members of the WEBTOON CANVAS staff. We also produced episodes to address mental health and confidence issues unique to comic creators to help creators know they are not alone in the creative process. You can see the tutorials in English here, and in Spanish here. To create these tutorials we partnered with Masterclass production company, Special Order.

WEBTOON Academy homepage and tutorials