Greenlabs Re-engages Inactive Customers with Integrated Customer Data

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.

Greenlabs' marketing team aimed to improve retention and re-engage inactive users. The team hypothesized that people who engage with a specific Kakao FriendTalk* campaign 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 have higher conversion rates on the subsequent offer.

Based on this theory, the team decided to retarget customers who previously clicked on an infomercial message for government grants with another message containing similar content in order to boost engagement and retention.

How Greenlabs leveraged KakaoTalk data to better personalize retargeting campaigns

To retarget users who engaged with Kakao FriendTalk messages, the team needed to access data on interactions within Braze. Since the click event for “Kakao FriendTalk CTA” occurs in the KakaoTalk app and not in the Greenlabs app, this is not data that Braze natively collects.

To solve this, the Greenlabs marketing team turned to Braze and Airbridge, a Braze Alloys tech partner. By collecting KakaoTalk engagement data with Airbridge, and streaming into the Braze platform, the team was able to successfully and effectively leverage a new dataset using Braze.

Fine-tuning retargeting with granular audience segmentation

After integrating Airbridge, Greenlabs leveraged KakaoTalk engagement data to refine audience segments using Braze segment filters. By categorizing filters by ad, ad group, campaign, and source, Greenlabs was able to leverage valuable context to deliver messaging that was increasingly effective, validating their hypothesis.

Illustrating the power of this strategy, when Greenlabs retargeted users who engaged with a certain message, the team then selected an existing campaign in order to only target those who specifically clicked on that CTA. Subsequent messages they sent then built upon this initial context, leading to a superior experience for customers, and higher engagement.

Use case #1: Retargeting campaign

The Greenlabs marketing team created a retargeting campaign to improve retention, aiming to increase monthly active users (MAU) by re-engaging lapsed customers who previously clicked on a Kakao FriendTalk message about government grants for farmers, but did not convert.

For the 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” This methodology helps avoid customer fatigue by not sending a similar message to those who already showed lack of interest, and focusing on re-connecting with high-intent customers who previously engaged.

Use case #2: Reactivation campaign

Following a strong response to the "government grant for farmers" retargeting campaign, the Greenlabs marketing team targeted customers 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 tactics to encourage people to revisit the app.

Greenlabs' Results: Streamlined workflow and enhanced retargeting through data integration

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

The integration with Airbridge simplified what otherwise would have been a complex and manual data integration process. What once required SQL queries and CSV imports is now accomplished in just a few clicks, allowing Greenlabs’ technical resources to be redirected toward more strategic tasks.

"Braze is a powerful tool on its own, but when paired with Airbridge, it creates synergies for leveraging your customer data more effectively, saving resources and enhancing performance."

— CRM Marketing Team, Greenlabs

Key Takeaways

• Optimize processes for how your customer data is collected and deployed: Get the most out of your data from different sources by integrating with Braze to uplevel your customer engagement efforts.
• Cater to your customers’ interests: With the Braze platform’s audience segments and retargeting features, Greenlabs doubled the open rates of their retargeting campaign.
  

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