September 10, 2025
About Musinsa and Madup
Musinsa is one of South Korea’s leading all-in-one fashion platforms, dedicated to delivering the best shopping experience for customers while driving growth for partner brands. Covering a wide spectrum of categories—including streetwear, casual, designer, contemporary, high-end, and beauty—Musinsa curates fresh styles through personalized, fashion-focused shopping features. By leveraging AI and data-driven customer experience innovations, the platform helps more users discover their unique style and build meaningful connections with brands.
Madup is a leading performance marketing agency in Korea with proven results across finance, fashion, and commerce. With deep expertise in Moloco Ads, Madup helps advertisers achieve sustainable growth and maximize performance.
Challenges: Re-engaging Users Without Sacrificing Cost-Efficient Sessions
As Korea’s leading fashion platform, Musinsa already had a solid user base, but meaningful business outcomes required prioritizing re-engagement of existing users. The challenge went beyond reawakening dormant users. It was about increasing visit frequency, re-establishing relationships with less-engaged users, and ultimately fostering sustained engagement and long-term loyalty. A parallel requirement was to effectively target diverse user segments while maintaining cost-efficient sessions (CPS).
In addition, Musinsa sought to expand partner brand product exposure through app reactivation, reinforcing its commitment to mutual growth and shared success.
Solution: Guiding Users From Re-engagement to Purchase With Moloco Ads and Moloco MCM
Musinsa adopted Moloco’s AI-powered performance advertising solutions, Moloco Ads and Moloco Commerce Media (MCM), to re-engage users and expand product exposure for their partner brands.
1. Moloco Ads: Re-engaging Existing Users and Driving App Traffic
Moloco Ads empowers app marketers to efficiently acquire high-value users across the Independent App Ecosystem, beyond the constraints of walled gardens. Musinsa used this reach to re-engage existing and inactive users outside the app and bring them back into the Musinsa experience. The campaign combined Moloco’s powerful AI-driven optimization with Madup’s strategic execution to deliver clear, measurable outcomes
Segmented Targeting With Custom Audiences
A key pillar of the campaign was a segmented audience strategy. Using the custom Audience Targeting in Moloco Ads alongside its MMP’s audience feature, Musinsa divided users into three cohorts—active, inactive, and semi-active—and engaged each group with tailored strategies. Moloco’s advanced AI trained on these refined cohorts, pinpointing the users likely to convert in each group and allocating budget accordingly.
To move beyond simple app opens, Musinsa implemented deep linking, directing users to personalized event pages designed for each cohort. This encouraged seamless revisits and richer in-app engagement.
Creative Optimization by Audience
On the creative front, Musinsa tested a range of formats, including image, video, and dynamic product ads, capitalizing on Moloco Ads’ robust creative capabilities. By customizing creatives to fit the unique characteristics of each audience segment, Musinsa delivered more relevant messages, increased user engagement, and maximized overall campaign performance.
2. Driving Purchases with Moloco Commerce Media
In addition to re-engaging users with Moloco Ads, Musinsa leveraged on-site advertising powered by Moloco Commerce Media (MCM)—referred to as Product Ads—to convert reactivated users into paying customers.
MCM is an AI-powered onsite advertising engine for commerce platforms that enables brands to showcase personalized products across multiple placements within the app. On Musinsa, Product Ads are strategically positioned to maximize impact without disrupting the shopping experience. These placements include the home screen, product detail pages, search results, category pages, recently viewed items, and favorites lists—touchpoints closely aligned with user intent and behavior. Musinsa also supports brand growth by lowering advertising barriers and offering free ad credits for brands.
Through this approach, reengaged users via Moloco Ads were exposed to MCM-powered Product Ads within the Musinsa app. With AI delivering product recommendations tailored to each user’s interests and context, this organically drove higher purchase conversions.
This proved that MCM is a true performance channel that drives incremental revenue and delivers measurable business growth.
Results
By using Moloco’s AI-powered solutions across multiple touchpoints, Musinsa successfully built a full-funnel performance journey that reactivated users and turned revisits into tangible growth.
With Moloco Ads, Musinsa reactivated dormant and existing users while expanding engagement touchpoints. This momentum carried through the app with MCM, converting reactivated users into paying customers. The result was not just higher revisit rates, but significantly stronger ARPPU and incremental revenue impact.
Journey Flow: App re-engagement with Moloco Ads → Product exposure via MCM → Growth support for brands within the Musinsa Platform
This approach turned a reactivation campaign into a true innovation case, delivering tangible incremental results.
- Top CPS efficiency for active users* vs. other channels**: 10%, 22% stronger than DSP Media A and B
- 2.5x stronger CPS efficiency for video creatives than image
- Users attributed by both Moloco Ads & MCM achieved 66% higher ARPPU (vs. non-attributed)
*Active users: Users who logged in at least once within 60 days
**During Musinsa’s largest summer promotion period, excluding reward media
“Moloco was the right partner for us, enabling direct control over audience segmentation and rapid testing of diverse creative formats—including images, videos, and dynamic product ads. This flexibility allowed us to effectively achieve and manage our complex acquisition KPIs.” — Ji-eun Jung, Manager, Growth Team, Musinsa
Customer
Musinsa
Headquarters
South Korea
Industry
Commerce
Product
