MeloShort is a global short-form drama app launched by HALOFUN in October 2024. It supports multilingual subtitles and localized dubbing, covering diverse genres such as romance and suspense. Each episode is 1-2 minutes long, making it suitable for fragmented viewing. It uses a hybrid monetization model of "IAP per episode payment + IAA advertising" to expand into markets such as Europe, America, Japan and South Korea. After its launch, its downloads and revenue have grown rapidly.
However, beyond the quality of micro drama itself, it’s the advertising strategy that truly stands out—leveraging smart creative concepts, ad networks, and geo-targeting to maximize reach and engagement.
1. App Profile
1.1 App Identity
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MeloShort Meloshort offers a selection of popular shows in various styles and types, bringing you premium watching experience. |
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Developer: HALOFUN PTE. LTD.
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Release Date:
- Google Play Store: 2024-10-16
- Apple App Store: 2021-02-07
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Category & Subcategory: Entertainment / Audiovisual / Short Drama Series
1.2 Performance Metrics
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Estimated Downloads: 3.64 M+ (Last 30 Days)
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Estimated Revenue (IAP+IAA): $3.47 M+ (Last 30 Days)
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Rating:
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Google Play Store: ⭐4.4/5 | 80622 Reviews
- Apple App Store: ⭐4.8/5 | 4736 Reviews
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1.3 Competitive Landscape
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Similar-Audience Apps:
SnackShort
JoyReels
ReelShort
FlexTV
Popcorn Drama
2. Advertising Strategy Breakdown
2.1 Ad Intelligence
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Active Creative Trends:
- Creative Formats:
Video Image Playable Ads 98.92%1.08%0.00%
2.2 Regional Targeting Strategy
- Tier 1 Focus:
Philippine Japan US 15.58% 9.89% 8.56% - High-Growth Markets：
BrazilKorea
Malaysia 4.69% 4.37% 4.19%
2.3 Traffic Sources
- Top Ad Networks :
AdMobPangleFacebook
61.34% 20.45% 13.88% - Top Sub Sources
LINE Bubble 2 LINE POP2 - 簡単マッチ3パズルゲーム Cricket Line Guru 3.93% 3.20% 2.90%
2.4 Creative Anatomy
Let’s break down one of its ads' success through the lens of Hook, Highlight, and CTA, while offering insights for marketers seeking to apply similar strategies.
| Hook&Demonstration | CTA | |
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| Interactive Segments and Content Introduction | A Clear and Compelling Download Prompt | |
The advertisement doesn't begin with a short drama clip, but instead introduces a simple, everyday scene: a man interacting actively with a little girl at home.
This integration of a real-life setting and ordinary people not only creates a sense of authenticity but also keeps viewers engaged, encouraging continued viewing. Scene-based advertising hooks are particularly effective in short video ads; by creating a sense of immersion and attracting viewers with relatable characters, they quickly build trust.
After the interaction, the ad shifts to another woman struggling to find a drama to watch. The man recommends a drama app to her, showcasing its numerous advantages.
The ad effectively transitions between a real need and the app introduction, quickly focusing the viewer's attention on the authentic content and helping them remember the app's advantages and features. Furthermore, this combination of a real-life scene and natural filming, without professional actors or equipment, is precisely what makes the non-dramatic advertising more trustworthy, thus driving conversions.
Finally, the ad concludes with a clear call to action, encouraging users to download immediately. This simple and direct ending prevents user churn and maximizes conversion rates.
3. Conclusion
MeloShort's ad excels by combining scenario-driven hooks, the highlight demonstration, and a clear CTA—all distributed effectively across short-form video platforms and ad networks with geo-targeting tailored to the app’s key markets.
For advertisers, this ad underscores several best practices:
- Use the scenario-driven hook—relatable everyday scenarios—to eliminate any sense of distance and spark curiosity.
- Incorporate real-life needs with application introductions to integrates the highlights, further strengthening user trust.
- Finish with a clear, consistent CTA, integrated with the game’s brand identity for maximum impact.