OK Cashbag Launches Lifestyle Participation Reward Community 'Ogeul Ogeul'... Visit Rate Improves 344%

OK Cashbag launched Ogeul Ogeul, a lifestyle participation reward community, to overcome the limitations of its existing mission board and strengthen user activity. Following a 2022 survey that identified heavy users' concentration on the service and middle users' churn, the company adopted a community model as a strategy to raise awareness of various services and drive new user acquisition.

Community Rebranding and UX Strategy

Ogeul Ogeul underwent rebranding targeting users in their 20s and 30s, adopting 'gathering' and 'enjoyment' as brand values. It introduced the character 'Ogri' to build a community atmosphere and applied graphic guidelines motivated by speech bubbles to provide a consistent brand experience.

The core UX focused on motivating activity and enabling intuitive mission participation.

• Reward Emphasis: Point accumulation is visually emphasized to clearly convey both honorary and economic rewards.
• Mission Optimization: Only necessary information is presented concisely to lower participation barriers, and common UI is applied by mission type to reduce cognitive load.
• Reaction Feature: Beyond text, cute emojis and reactions make emotional expression easier and help beginner users adapt to the community.

Results and Future Plans

Just two months after the beta service launch, the number of visit-days increased by more than 344% compared to before, and the average dwell time of ML customers also increased by more than 2 minutes. Active interaction took place, with approximately 113,000 users creating profiles, generating 733,000 likes and 833,000 comments.

Going forward, OK Cashbag plans to expand Ogeul Ogeul into a personal marketing platform. The company plans to operate a professional creator supporters program, establish 'Ogeul Talk,' and provide an open web channel (POC) that allows participation without app installation, building a C2C point trading ecosystem.