Client
Novakid
Industry
Education
Tags
Brand Management, Performance Marketing
Strengthening Brand Awareness & Customer Acquisition via Performance Marketing and UGC Creation
+300%
Brand Awareness
+150%
Search Visibility
+75%
Click-Through Rate
Introduction
Novakid, a U.S.-based edtech company specialising in online English learning for children, aimed to expand its footprint in the Korean market through establishing a robust digital presence, and driving user acquisition through performance marketing.
In order to achieve this goal, Novakid reached out to expand k to implement a comprehensive brand management and performance marketing programme, combining localised ad strategy, search marketing, and user-generated content (UGC) creation. The aim of the partnership was to enhance Novakid's visibility among Korean parents, generate qualified leads, and ultimately increase subscription growth for Novakid’s platform.
Challenges & Objectives
Despite its strong global reputation, Novakid faced limited brand awareness in Korea and needed to build trust within a notoriously competitive local education landscape dominated by established domestic players.
The key objectives were to increase brand visibility, drive user acquisition through targeted paid campaigns, and generate authentic, localised content that resonated with Korean parents and learners.
expand k’s mission was to design and execute an integrated digital strategy that combined multi-channel paid media with influencer-led UGC creation, ensuring both performance efficiency and culturally aligned brand storytelling.
Activities
expand k kicked off with an integrated marketing campaign combining content creation and digital media execution.
Localised UGCs were regularly produced through collaborations with top-tier Naver Blog and Instagram creators, ensuring native-style storytelling aligned with Korean parental audiences. These assets were then optimised and deployed in Meta Ads campaigns targeting parent demographics, running across Feed, Stories, and Reels formats.
Simultaneously, Naver Powerlink, Brand Search, and Google Search Ads were managed to capture high-intent traffic, supported by continuous keyword optimisation and creative testing. Campaign performance was tracked and refined through Looker Studio dashboards, ensuring transparent reporting and data-driven decisions.
Results
Through this integrated digital initiative, Novakid successfully strengthened its brand visibility and customer acquisition pipeline in Korea.
The UGC-led ad creatives achieved notable engagement improvements across Meta and Naver platforms, while paid search campaigns delivered a consistent uplift in conversion rates and traffic quality. The localised campaign structure and performance insights enabled Novakid to scale its ad spend efficiently and establish a stronger digital foothold in one of Asia’s most competitive edtech markets.
expand k's insight-driven solutions provided Novakid with a repeatable digital marketing framework optimised for the Korean market - balancing data-driven performance with local creative authenticity.