Brand webtoon marketing is emerging as a powerful way for companies to stand out through immersive, story-driven content tailored for mobile audiences. How emotional storytelling can turn audiences into ambassadors? In a digital world oversaturated with ads and content, attention is no longer enough. Brands need to connect – truly and emotionally. That’s where brand webtoons come in.
A brand webtoon is more than a trendy comic format. It’s a strategic tool that combines immersive storytelling and visual impact to build deep, lasting bonds between brands and their audiences. Moklay, a French creative agency specializing in emotional storytelling, see it as one of the most powerful formats for narrative-based communication.
Let’s explore how – with Z United as a case study.
From Attention to Emotion: The Real Goal of a Brand Webtoon
Unlike traditional advertising, the goal of a brand webtoon isn’t to interrupt or persuade. It’s to immerse. It allows audiences to experience the brand’s values through compelling characters and stories – not just be told about them.
In Z United, each character embodies a facet of today’s youth – passion, doubt, resilience. Through Hugo, the team captain, readers explore themes of leadership and inclusion. The values promoted by MAKMA, the creative studio behind the project – diversity, team spirit, self-expression – aren’t preached. They’re lived. This is how a simple consumer becomes a genuine brand ambassador.
The Ingredients of an Effective Narrative
Moklay’s storytelling model is built on five narrative pillars:
- Relatable characters
Readers connect emotionally with protagonists that reflect their own struggles and dreams. - Clear and motivating stakes
Whether it’s finding one’s place or overcoming doubt, every character has a journey that drives the plot – and the reader. - Conflict and evolution
Growth comes through challenges. Z United explores emotional and social issues like discrimination and identity, giving the story real depth. - Immersive universe
Striking urban visuals, dynamic match scenes, intimate moments – the art style enhances immersion without overwhelming the reader. - A subtle message
The brand’s values emerge through the narrative, not through slogans. That’s how they truly resonate.
Why a Webtoon and Not a Video?
The webtoon format offers three key advantages over traditional media:
- User-controlled pace – Readers scroll at their own rhythm, making the experience more respectful and personal.
- Serialized storytelling – With new episodes released regularly, the webtoon creates a long-term relationship, unlike short-lived social campaigns.
- Mobile-native format – Vertical scrolling is ideal for mobile consumption, while still allowing for rich, layered storytelling.
It’s a medium that respects both the audience’s intelligence and their digital habits.
Measurable Impact: What Z United Achieved
Since launching Z United, the project has recorded over 680,799 views, gathered 18,125 subscribers, and earned an impressive 9.3/10 rating from readers. But beyond the numbers, the most telling sign of success has been the emotional engagement: a thriving fanbase sharing theories, creating fan art, and organically spreading the word.
That kind of audience ownership is hard to engineer through conventional campaigns. It shows that when a story resonates, it lives far beyond the screen – and the brand lives with it.
Who Should Consider a Brand Webtoon?
This format shines in sectors targeting 15–35 year-olds – such as fashion, sports, tech, or lifestyle. But it also holds potential for unexpected industries like banking or insurance. Imagine telling a powerful human story in a sector known for dryness – that contrast alone could make a brand stand out.
The key is not the sector, but the authenticity of the brand’s values and its willingness to invest in long-term storytelling.
What Brands Often Get Wrong
Here are three common mistakes brands make when venturing into webtoons without proper guidance:
- Using it as just another ad space – The story must come first. Logos and products should serve the narrative, not replace it.
- Neglecting artistic quality – Poor visuals can damage brand perception. A brand webtoon must look great to be credible.
- Quitting too soon – A webtoon builds emotional traction over time. Brands that abandon after a few episodes miss its true potential.
Brand Webtoons Are Not Just Content – They’re Experiences
Z United shows what happens when storytelling is done right: a brand doesn’t just talk about values – it invites people to feel them. Brand webtoons are more than marketing tools – they’re bridges between hearts and brands.
If you’re ready to turn your message into an experience, maybe it’s time to get on the pitch and ask Moklay for a quote!