250 Collabs with 98 Creators — How Internet Service Broker AJD Dominates YouTube Marketing
Key Takeaways
- · 아정당은 98명의 크리에이터와 250건의 유튜브 협업을 진행하며 라이프스타일 카테고리 평균의 24배를 기록했습니다.
- · 인터넷 가입이라는 범용 서비스 특성을 활용해 8개 카테고리에 걸쳐 크로스 카테고리 전략을 펼쳤습니다.
- · 평균 조회수 477,196회로 카테고리 평균 대비 1.6배 높지만, 인게이지먼트율은 2.04%로 대량 협업의 트레이드오프가 나타났습니다.
- · 탁재훈(574만 조회), 보겸TV(433만 조회) 등 메가 크리에이터와의 협업이 총 조회수 8,667만 회를 견인했습니다.
Why an Internet Service Broker Partnered with 98 YouTube Creators
The average lifestyle brand on Dhesy collaborates with 4 creators. AJD (아정당) works with 98.
Across 74 lifestyle brands tracked by Dhesy, the average number of YouTube collaboration partners is just 4. But AJD — a Korean internet service comparison platform — has partnered with 98 unique creators for 250 collaborations. That is 24.5 times more creators and 9.6 times more collaborations than the category average. Why would an internet subscription broker invest this heavily in YouTube marketing?
From Naver Café to $70M Revenue — What Is AJD?
AJD (아정당, meaning "fair and beautiful") is Korea's only internet service comparison platform, covering all three major carriers — SK, KT, and LG — along with five additional ISPs. Founded by CEO Kim Min-gi in 2019 as a Naver café community, the company incorporated in 2021 and scaled from $4.5M revenue to over $70M by 2024.
The growth engine was channel strategy. When Naver's algorithm changes threatened the café business, AJD pivoted to blogs, tripling revenue. Then YouTube collaborations drove another 3x growth. In 2024, the brand signed TV personality Tak Jae-hoon as spokesperson, and in 2025, actor Won Bin — signaling aggressive brand awareness investment.
Key Stats — AJD vs. Lifestyle Category Average
| Metric | AJD | Lifestyle Avg (74 brands) | Multiple |
|---|---|---|---|
| Unique Creators | 98 | 4 | 24.5× |
| Total Collaborations | 250 | 26 | 9.6× |
| Avg Video Views | 477,196 | 295,726 | 1.6× |
| Total Views | 86.7M | — | — |
| Engagement Rate | 2.04% | 2.50% | 0.82× |
아정당 vs 라이프스타일 카테고리 평균
* Source: Dhesy
AJD outperforms the category in collaboration volume and views but trails in engagement rate (2.04% vs. 2.50%). This is a classic volume-strategy tradeoff: broader reach comes at the cost of deeper per-video engagement.
8 Categories, 97 Channels — Cross-Category Strategy at Scale
AJD's creator portfolio spans eight content categories rather than concentrating on a single niche.
| Category | Creators | Share |
|---|---|---|
| Lifestyle | 17 | 34% |
| Other | 9 | 18% |
| Film/Drama | 8 | 16% |
| Entertainment | 8 | 16% |
| Food | 5 | 10% |
| Gaming | 1 | 2% |
| Mobility | 1 | 2% |
| Hobbies | 1 | 2% |
아정당 협업 크리에이터 카테고리 분포
* Source: Dhesy
Internet subscriptions are a universal service — gamers, travel vloggers, and food creators all need internet. AJD leveraged this by distributing sponsorships across entertainment, travel, food, and film review channels. While its own category (lifestyle) accounts for 34%, entertainment-adjacent categories (film/drama + entertainment) make up a nearly equal 32%.
From Tak Jae-hoon to Bogyeom TV — Mega Creator Playbook
The highest-viewed AJD collaboration appeared on Nobbakku Tak Jae-hoon's channel with 5.74 million views. As AJD's official brand ambassador, Tak naturally embedded the sponsorship into his signature variety-style content.
The collaboration with Bogyeom TV (17.4M subscribers) is equally notable. The video titled "17.4M-subscriber YouTuber reveals his home for the first time" drew 4.33 million views and an extraordinary 433,000 comments — combining personal curiosity with practical internet subscription information.
Jjanhan Hyung Shin Dong-yup (2.08M subscribers) delivered consistent results across multiple collaborations, with videos reaching 2.96M and 2.18M views, demonstrating that repeated partnerships with major entertainment channels effectively build cumulative brand awareness.
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When Does a Volume Strategy Work?
Among 2,211 brands tracked by Dhesy, very few have partnered with 98+ creators. AJD's approach works because of three factors.
First, universal relevance. Internet subscriptions matter to gamers, travelers, and food creators alike, enabling cross-category sponsorship.
Second, simple messaging. "Compare internet plans and get benefits" fits into any content format without complex product explanations, giving creators high creative freedom.
Third, a virtuous growth cycle. As revenue surged from $14M (2022) to $70M+ (2024), AJD reinvested aggressively in YouTube marketing.
Takeaways for Marketers
For advertisers/marketers: If you operate a universal service, expanding across categories may outperform niche targeting. 66% of AJD's collaborations occurred outside its home category, and entertainment channels generated the highest view counts.
For creators: Universal service brands like internet, insurance, and finance do not filter by content genre. Having a format that naturally accommodates sponsorships matters more than subscriber count in their selection criteria.
For agencies: Volume strategies involve an engagement rate tradeoff (AJD: 2.04% vs. category avg: 2.50%). Set KPIs around total reach and awareness metrics rather than per-video engagement when pitching high-volume campaigns.
FAQ
Q. What service does AJD provide?
A. AJD (아정당) is Korea's only internet service comparison platform, covering 8 ISPs including SK, KT, and LG. Founded in 2019, it has grown to over $70M in annual revenue.
Q. How large is AJD's YouTube collaboration portfolio?
A. Per Dhesy data, AJD has partnered with 98 unique creators for 250 collaborations — 24.5x and 9.6x the lifestyle category average respectively.
Q. What is the average view count on AJD's sponsored videos?
A. The average is 477,196 views, 1.6x the lifestyle category average of 295,726. Total views across all collaborations reach 86.7 million.
Q. Are there downsides to mass creator collaborations?
A. AJD's engagement rate is 2.04%, below the category average of 2.50%. Wider reach naturally disperses per-video engagement depth — a structural tradeoff of volume strategies.
Q. Which creator categories does AJD collaborate with most?
A. Lifestyle leads at 34% (17 creators), followed by entertainment-adjacent categories at 32% (16 creators across film/drama and entertainment). AJD spans 8 categories total.
Methodology: Based on Dhesy platform data covering 3,600+ brands and 64,000 collaboration videos. Data source: Dhesy External sources: NeverSleep AJD Interview, Forbes Korea Last updated: 2026-03-30