Prior to the COVID-19 pandemic, Amorepacific Group, a South Korean beauty and cosmetics conglomerate, had focused primarily on driving offline sales at their retail stores, utilising digital marketing only for brand awareness campaigns. It was an effective strategy for them, with their major brands, Sulwhasoo and Laneige, being highly successful in South Korea. When COVID-19 struck, lockdowns and movement restrictions forced the retail industry into a decline, with beauty brands among the hardest hit. Amorepacific responded by pivoting to online sales in Southeast Asia (SEA), but without prior experience in eCommerce nor the region, they turned to ADA to build a strong digital presence, persuasive creative assets, and successful promotional messages.
As Sulwhasoo and Laneige were both new players in the eCommerce space and in the SEA region, it was vital for them to build high brand awareness and strong digital presence.
ADA designed a campaign with two main objectives:
Further audience segmentation for the active retargeting approach was carried out based on SNS, interests, behaviours, age demographics, and “add to basket” to achieve the best results. Digital presence and brand recall are not developed overnight. As such, we deployed the campaign for an entire year to test the ads and continuously optimise them to generate the best results over time.
This was carried out with three important elements:
With the ‘test run’ strategy in place, we ensured that our ad visuals were produced with these guiding principles:
Throughout the campaign period, we ran several tests with different creative variations to track the creative impact. This was measured based on how our audience interacted with the ads – such as post clicks and conversion.
Through this campaign with ADA, Amorepacific Group achieved:
The success of this campaign demonstrates the value of ADA’s data-first approach to deliver impactful business value for clients.