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INNISFREE
PROJECT 01
MARKET ENTRY LAUNCH
BRIEF :
Amorepacific, Korea biggest beauty group’s no.1 natural beauty brand, innisfree launches in Taiwan.
CHALLENGE :
K-beauty has been well known for a while, the market is still in its expansion stage. However, except for K-beauty or beauty enthusiastics who are much familiar with innisfree, the broader audience is not familiar with the brand; “Natural product’ is a concept that is gradually increasing awareness in the market.
SOLUTION :
Utilizing familiarity and figures- monuments, achievement figures and hero products. Through Taipei 101, Taiwan’s most well known monument, and Seoul Tower, Korea’s top tourist attraction in highlighting the amount of hero product, green tea seed serum sold in a year in Korea and outstanding reviews. (e.g. 3 seconds sold 30 Seoul Tower equivalent to 10 Taipei 101)
OUTCOME :
Green Tea is a common drink in Taiwan, well known for great cetchin, in possessing great antioxidants and promotes metabolism. While Green Tea Seed Serum is Innisfree's top hero product, sourcing ingredients from home-grown tea plantations in the beautiful pristine Jeju Island. Green Tea sparks familiarity and curiosity with Taiwanese, while the amount of product sold within a limited time by the height of Taipei 101, gives the audience a physical measurement on popularity, in attracting a great discussion online of the new brand launch in Taiwan.
PROJECT 02
FLAGSHIP STORE LAUNCH
BRIEF :
innisfree opens flagship store after first store launch, flagship store promo ties in with innisfree festa event, a market celebration event in the new market with Korean actor, Lee Min Ho who is the brand ambassador of innisfree. The promo includes a chance to win innisfree festa ticket to see Lee Min Ho in live!
CHALLENGE :
Given the promotion is tied in with a chance to win an innisfree festa ticket to see Lee Min Ho live, we worried the promo bag would be sold out immediately and may arouse disappointment online in causing a crisis within fans.
SOLUTION :
Scenario rehearsals
OUTCOME :
Thankfully all fans were rational in not causing any crisis, the first day store open went successfully smooth and the promo bag with the chance to win an innisfree festa ticket was sold out immediately. The brand bagged in $36K opening-day sales on the first day.
PROJECT 03
INNSIFREE FESTA
BRIEF :
innisinnisfree held “innisfree festa”, a market celebration event in the new market with Korean actor, Lee Min Ho who is the brand ambassador of innisfree.
CHALLENGE :
Korean actor, Lee Min Ho’s k-drama <The Heirs> was on air, and was the most popular entertainment TV-series (not just K-beauty, but overall categories), throughout whole Asia. Lee Min Ho trip to Taiwan innisfree festa, would be his first trip to Taiwan after the spiking fame rise from <The Heirs>. Asides from celebrity fame, the media cultural difference between Taiwan and Korea, the direction from global HQ and local knowledge has a big gap. Seats are limited, media are selected, while KR media would adhere to the brand’s arrangement, we anticipate Taiwan media flock into the venue no matter if invited or not, in spite of limited seats, as the news of Lee Min Ho visiting Taiwan would be top news of the day.
SOLUTION :
Limited seats are given to regularly connected beauty and entertainment journalists/editors from top local print, international magazine, and online media. TV media do not adhere to the limited seat numbers as they stand in the photoshoot area. A two A4 pages written media cultural differences was sent to the KR HQ, with a phone call explanation to address cultural differences, expected crisis should the brand not understand local nuances, and scenario rehearsal for any crisis management.
OUTCOME :
The venue was as expected flocked in more than expected media whether invited or not, however given the understanding of local media, scenario rehearsal, and venue planning design; we deployed more than 15 staffs for the event- from our team, and from other account team for support- to ensure each part of the venue is responsible, any situation is address, and no crisis arises. The news was as expected in topping Taiwan no.1 news of the day. All media from TV, print, magazine, and online media report the news with immediate headlines, entertainment front page, and main TV news hours.
PROJECT 04
CHRISTMAS
OBJECTIVE :
Innisfree first Christmas in Taiwan. Implement media gathering in inviting beauty journalists and editors from print, international magazine, and online media to experience Innisfree annual Christmas celebration with arts and crafts and beauty product trials.
OUTCOME :
Successful media exposure secure across all attendee’s media.
PROJECT 05
RECYCLE BOTTLE
OBJECTIVE :
Announce Recycle Bottle Program to address brand promise to substantially and invite consumers to participate in bottle recycling for a better future.
OUTCOME :
Successful media exposure secure across all press release sent media.
