Express VPN

ExpressVPN is a leading VPN service known for its strong security features, fast connections, and ease of use. It aims to provide a safe and private internet experience for users worldwide.

While working at 247COMPASS (marketing consultancy focused on Korean localization), I managed viral marketing and local SEO for ExpressVPN.

Problem

Although ExpressVPN had some recognition in Korea, competitors were aggressively marketing, leading to their dominance on Naver (Korea's most popular search engine). This visibility issue made it difficult for ExpressVPN to reach non-expert users interested in VPN services.

The Situation

Goal

Increase brand visibility and sales among the general public by improving search presence and providing accessible, engaging content about ExpressVPN's strengths and applications.

What I Did

I developed high-quality content on Naver blogs and communities, explaining VPN use cases and highlighting ExpressVPN's benefits:

  • Collected keywords related to "VPN" and identified diverse topics to integrate VPN discussions.

  • Engaged influential Naver bloggers and community pages to publish VPN-related content and track performance with custom tracking codes.

  • Analyzed Google Analytics metrics to determine effective topics, bloggers, and communities for continued marketing efforts.

  • Managed SEO for Korean websites, extracting and applying keywords, adjusting metadata, and improving search rankings.

Results

  • Achieved a 2x increase in conversion rates YoY and over a 10% increase in ExpressVPN searches on Naver.