Brand Management
Creating memorable brand touch points for K-Beauty to capture data and drive sales
The Challenge
Debut in new market
(Malaysia)
As a new Korean beauty brand entering the local market, the brand needs to establish a memorable point for consumers to remember in the saturated beauty product category. This will increase consumer awareness and stimulate discussions about the brand, ultimately leading to higher brand sales revenue.
Insights
From number to
musical notes
numbuzin’s packaging features prominent numbers that confuse consumers since they’re not linked to skin types or product features. However, numbers 1 to 7 resemble musical notes, so we decided to use music to make numbuzin memorable.
But how…?
Strategy
Know your tone
launch campaign
Upper funnel
We launched the “Know Your Tone” campaign with a landing page for skin tests. Participants learn their skin type, receive product recommendations, and get personalized music based on the product numbers (e.g., 313331 becomes a melody). The campaign includes a commercial video and various product visuals as creative assets in the awareness stage.
Middle funnel
Participants can also receive product samples. Key Opinion Leaders (KOL) endorse the campaign by unboxing PR kits to reach a broader audience, while Key Opinion Consumers (KOC) generate user-generated content to boost the platform’s algorithm and word of mouth.
Lower funnel
We use the collected data from the campaign landing page for retargeting and look-alike ads to drive e-commerce conversions.
AWARENESS STAGE
Do you know
What’s your number?
Thematic creative content . E-comerce promo . Giveaway contest . KOL engagement & KOC seeding . Performance Ads
