Background
LANEIGE, a premium Korean skincare brand, offers a new beauty experience and delivers premium skincare products through innovative technologies. With a deep understanding of women’s needs around skin problems, LANEIGE creates solutions to help women transform into confident, radiant, uplifted, and loved versions of themselves, every day.
Based on this philosophy, LANEIGE introduced a new & improved version of their flagship product line, the LANEIGE Water Bank collection for the Hong Kong market. This upgraded formula works to strengthen the skin’s moisture barrier, effectively reducing loss of hydration, visibly improve elasticity, and soothe stressed skin. The collection includes 9 items, from skin cleanser and toner, to various moisturizing products for daily skincare routines.
Strategy
The objective of this campaign is to raise brand awareness and promote the new collection of LANEIGE Water Bank among young Hong Kong females and ultimately drive online and offline sales.
To promote the new and improved LANEIGE Water Bank Collection, LANEIGE used AnyMind’s influencer marketing platform AnyTag to screen potential YouTubers during the campaign’s planning stage; utilizing the platform to understand influencers’ number of subscribers, average views, engagement rate and audiences’ demographics. After the evaluation, LANEIGE collaborated with two Hong Kong beauty influencers – Mira & Liz – because of their close engagement with followers. Also, given that both of them are now living in South Korea and that they were interested in the brand, these influencers were able to achieve better resonance with LANEIGE’s brand image.
In terms of content, AnyTag data showed both Mira’s and Liz’s Korea-related content generated a higher number of views. Therefore, their life in Korea was featured as the main content angle.
Result
Both influencers introduced the LANEIGE products genuinely based on their real user experience and shared the powerful innovation behind this product with their audiences. The in-depth sharing and special discount codes were offered to their audience had successfully driven both online and offline sales.
・Mira’s and Liz’s YouTube videos achieved over 554,000+ views and 2.2M+ impressions and successfully raised awareness around this newly launched LANEIGE Water Bank collection.
・The target audience had either used the dedicated KOL promotion code for online purchases or presented the KOL’s video when purchasing at offline stores in order to redeem the special offer. LANEIGE was also able to attribute that the video has brought a significant number of sales.
If you would like to know more about influencer marketing, you can visit our AnyTag site, or contact us now!
