Greenlabs boosts open rate by 2X with Airbridge-Braze integration

Introduction

Greenlabs, Korea's biggest AgTech startup, enhances agricultural productivity by digitizing the entire value chain, from production to distribution. Their primary platform, Farm Morning, provides farmers with tools for crop management, weather forecasts, market price information, and e-commerce solutions for agricultural supplies.

Overview

Greenlabs' marketing team aimed to improve user retention and re-engage inactive users. The team hypothesized that:

• Users who engaged with a specific Kakao FriendTalk* campaigns are likely to respond better to similar messages in the future.
• Subsequently, when the next message is sent, those who clicked on the previous message will probably perform better on the targeted conversion event.

Based on that theory, the team decided to retarget users who clicked on an infomercial message (like "government grants for farmers") by sending them similar messages to boost retention and engagement.

*Kakao Friend Talk is a service that enables corporate clients to send “information or advertisement” messages to KakaoTalk users.

Challenges

Unable to capture Kakao FriendTalk engagement data for retargeting, as interactions occur outside the Greenlabs app.

Solutions

Greenlabs leverages KakaoTalk engagement data through Airbridge-Braze integration

To retarget users who engaged with Kakao FriendTalk messages, the team needed to gather data on interactions. Since the click event for 'Kakao FriendTalk CTA’ occurs in the KakaoTalk app and not in the Greenlabs app, the Braze SDK on the Greenlabs app couldn't collect this information.

To solve this, the Greenlabs marketing team integrated Airbridge with Braze. By integrating KakaoTalk engagement data collected through Airbridge into Braze's CRM platform, the team effectively enhanced their CRM for the reactivation campaign.

Through this integration, the team successfully sent interaction data collected by Airbridge to Braze.

Fine-tuning retargeting scenarios through granular audience segmentation

With Braze segment filters, Greenlabs utilized engagement data collected through Airbridge to refine audience segments. By categorizing filters by ad, ad group, campaign, and source, Greenlabs created a more effective retargeting campaign. After adding a filter, the team was also able to specify detailed criteria for it.

For example, to retarget users who engaged with a certain message, the team could select an existing campaign to only target those who specifically clicked on that specific CTA.

Use case A: Greenlabs' Retargeting Campaign

The Greenlabs marketing team created a retargeting campaign to improve user retention, aiming to increase monthly active users (MAU) by re-engaging individuals who clicked the "Learn more" CTA on a Kakao FriendTalk message about "government grants for farmers."

The campaign starts with an initial Kakao FriendTalk message about "government grants." For the second retargeting message, the targeting conditions include [users who did not complete the target conversion event from the first message] and [users who clicked the CTA button], which helps avoid user fatigue and focuses on high-intent users.

Use case B: Greenlabs' Reactivation Campaign

Following a strong response to the "government grant for farmers" retargeting campaign, the Greenlabs marketing team targeted users who had been inactive for over 30 days but had previously engaged with informational messages. They sent personalized messages highlighting the benefits inactive users were missing out on, leveraging FOMO (Fear Of Missing Out) and loss aversion to encourage users to revisit the app.

Results

The Greenlabs marketing team successfully streamlined their workflow and enhanced retargeting through Airbridge-Braze data integration.

With Braze, Greenlabs significantly improved their retargeting performance and efficiency. By utilizing Braze's advanced segmentation and engagement tools, they successfully doubled their open rates by reaching the right audience.

The integration with Airbridge simplified their complex retargeting process — what once required SQL queries and CSV imports can now be accomplished in just a few clicks, allowing resources to be redirected toward strategic optimization.