Client
NordVPN
Industry
Cybersecurity
Tags
Brand Management, Performance Marketing
Boosting Market Visibility and User Acquisition through Localised Search and Content Optimisation
+150%
Targeted Traffic
+50%
Lowering Cost Per Click
+75%
Click-Through Rate
Introduction
NordVPN, one of the world’s leading cybersecurity and privacy technology providers, sought to strengthen its presence in Korea’s hyper-competitive VPN and cybersecurity market - a space dominated by local-language search behaviour and brand familiarity.
Recognising Korea’s bountiful yet closed digital ecosystem, the company collaborated with expand k to develop a search-led localisation and performance marketing programme designed to enhance brand visibility, increase paid and organic reach, and secure long-term traction among Korean users.
Challenges & Objectives
Korea’s VPN and cybersecurity market is shaped by Naver’s unique search infrastructure and user habits that favour Korean-language queries and localised content. While NordVPN held a strong global brand reputation, it struggled to convert awareness into discoverability on Naver and Kakao - where international competitors often underperformed due to lack of adaptation.
The project’s key objectives were to establish top-tier visibility across Naver search results, create a consistent content presence through keyword-optimised campaigns, and strengthen user acquisition efficiency through data-driven ad management.
Activities
The initiative started with an in-depth keyword intelligence study analysing over 500 VPN-related Korean search terms across categories including brand, product, and competitor keywords. expand k implemented and optimised Naver Powerlink and Brand Search Ads, supported by continuous bid adjustment and A/B testing to refine ad copy and performance.
Complementing paid visibility, expand k launched and managed NordVPN’s official Naver Blog, producing regular posts explaining service benefits, security features, and user tutorials in culturally adapted Korean. Campaign performance was tracked via Google Data Studio, ensuring transparent reporting and optimisation cycles.
Results
The campaign significantly elevated NordVPN’s presence in Korea’s digital ecosystem - securing top organic rankings for brand-related searches and outperforming direct competitors such as ExpressVPN and ProtonVPN in monthly search visibility. Traffic from Naver contributed to a sustained rise in trial subscriptions and recurring user engagement.
expand k’s integrated search and content framework enabled NordVPN to bridge the gap between global reputation and local adoption. By combining technical precision with cultural relevance, the collaboration established a scalable performance model for ongoing market growth within Korea’s cybersecurity landscape.