01
The two campaigns
02
Performance vs last campaign
DMC compared the two flights on CTR and CPC only. Both moved in the right direction this time. MMP results below are for the current flight.
CTR
ImprovedHigher than last campaign
Confirmed by DMC. Previous CTR was not shared as a number.
CPC
ImprovedLower than last campaign
Confirmed by DMC. Previous CPC was not shared as a number.
Current campaign results
Promoted Tweet — Traffic. Source: DMC MMP table.
Opens
122,906
App opens
Installs
2,748
2.2% of opens
CPO
₩580
Blended
Hero posts on X
Same reach band. Current post earned more conversation — useful context for the CTR / CPC lift, not a substitute for ads CTR.
| Product Marketing | Artist Release | Change | |
|---|---|---|---|
| Date | 30 Jul 2026 | 6 Jun 2026 | — |
| Views | 10.9M | 12.1M | -10% |
| Engagements | 1,135 | 430 | +164% |
| Quotes | 51 | 1 | 51× |
| Eng. rate | 0.010% | 0.004% | +193% |
03
Current campaign vs other platforms
DMC did not share other-media line items. They did say X led on Open & Install, and that other platforms are at 84% of their CPO standard.
CPO standard · index
X CPO
₩580
Current flight, blended
Other platforms
84%
Of DMC’s CPO standard
Other platforms are at 84% of DMC’s CPO standard. X led on Open & Install. Indexed here as 100 vs 84 — X is the stronger CPO result. We do not have other-media CPO in KRW.
04
Current campaign · ad groups
Same rows the client sent (Installs, Opens, CPO). Fortune Cookie Mix groups carry most of the volume and the best cost.
FCM share of installs
64%
1,746 of 2,748
FCM share of opens
65%
80,221 of 122,906
FCM blended CPO
₩520
vs ₩1,001 generic edit
CPO by ad group
Green = FCM · Gold = artist · Brown = generic
Installs by ad group
Same colour key
| Ad group | Installs | Opens | CPO |
|---|---|---|---|
| Fortune Cookie Mix 2fortunecookiemix2 | 522 | 25,100 | ₩483 |
| Fortune Cookie Mixfortunecookiemix | 1,224 | 55,121 | ₩537 |
| Yeonjun edityeonjuneditpic | 218 | 10,233 | ₩604 |
| Young K edityoungkeditpic | 223 | 10,216 | ₩605 |
| RIIZE edit 2riizeeditpic2 | 127 | 5,026 | ₩668 |
| fromis_9 editfromis9editpic | 141 | 6,319 | ₩687 |
| RIIZE editriizeeditpic | 114 | 4,449 | ₩694 |
| Generic editeditpic | 179 | 6,442 | ₩1,001 |
| Total | 2,748 | 122,906 | ₩580 |
05
Recommendations
What they did right
Product, not a premiere
Fortune Cookie Mix gave people something to make and share. Last time the hero was an exclusive to watch. The 사꾸 mechanic is why quotes and CTR moved.
The CTA matched the KPI
“Search Fortune Cookie Mix” is an Open. Last campaign asked for a Premium trial. DMC already scores media on Opens — this flight pointed paid traffic at that number.
One product, several fandoms
Young K, Yeonjun, fromis_9 and RIIZE all resolve to the same present. Spend can move between fandoms without rebuilding the funnel.
The winning ad groups were named for the product
fortunecookiemix and fortunecookiemix2 took 64% of installs at ₩483–537 CPO. The product-named lines did the work.
How to improve further
Cut or rebuild generic editpic
₩1,001 CPO — more than 2× the best FCM line, for 6.5% of installs. That budget is better on the FCM groups.
Put the product name on every artist cut
youngkeditpic and yeonjuneditpic sit at ₩604–605. Same talent with the FCM name is cheaper. Pair the face with the mix.
Scale the two FCM groups first
They already hold most opens. Next flight should start there, then add talent as a variant — not the other way around.
Keep Opens as the buying KPI
Do not move this product back onto a Premium-trial CTA. That is what last campaign did, and CTR / CPC were worse.