The Challenge

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. 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). 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.

The Strategy

1. Build high brand awareness & strong digital presence

As Sulwhasoo and Laneige were both new players in the eCommerce space and in the SEA region, it was vital for them to bring new traffic to the official Lazada store for Sulwhasoo and Laneige.

2. Audience segmentation

Further audience segmentation was carried out based on SNS, interests, behaviours, age demographics, and “add to basket” to achieve the best results in the active retargeting approach.

3. Campaign optimisation

We deployed the campaign for an entire year to continuously optimise them to generate the best results, with three important elements: Collaborative Performance Advertising Solution (CPAS), Focus on Seasonal Holidays & Interests, and Creative Consistency.

The Execution

1. Creative assets

With the ‘test run’ strategy in place, we ensured our product images only highlighted one or just a few best-selling products, while for model images, we centralised images of K-celebrities in the visuals.

2. Ad Copy

Concise copywriting that emphasised the main benefits of the products. Throughout the campaign period, several tests with different creative variations were run to track the creative impact.

The Results

• 1,078% Highest ROAS recorded from the 12.12 campaign for Sulwhasoo SG
  
  
• 635% Highest ROAS recorded from the 11.11 campaign for Laneige MY