Amorepacific Achieves eCommerce Triumph Through Digital Approach
Upon the onset of the pandemic, Amorepacific shifted its focus to online sales activities in the Southeast Asia region. They looked to OTTAWA to establish a robust digital footprint, compelling creative resources, and impactful promotional communication. The outcomes of these endeavors demonstrated a remarkable ROAS of 1,078% for Sulwhasoo Singapore and 635% for Laneige Malaysia.
The Situation:
Before the emergence of the COVID-19 pandemic, Amorepacific Group, a conglomerate specializing in beauty and cosmetics from South Korea, primarily concentrated its efforts on promoting in-store sales at their physical retail outlets. They relied on digital marketing solely for enhancing brand recognition campaigns. However, the onset of COVID-19 led to lockdowns and restrictions on movement, which significantly affected the retail industry. Beauty brands were particularly impacted by this trend. In response to these challenges, Amorepacific shifted its focus towards online sales in the Southeast Asia (SEA) region. Despite lacking prior experience in both eCommerce and the specific region, the company sought the assistance of OttawaDigitalBiz to establish a strong digital presence, create compelling creative content, and develop effective promotional messages.
The Approach:
- Establishment of Strong Digital Presence and Brand Awareness:
Given that Sulwhasoo and Laneige were new entrants in the eCommerce realm and were relatively unfamiliar in the SEA market, it was crucial for them to attract new visitors to their official Lazada store.
- Segmentation of the Audience:
Further refinement of audience segments was conducted based on factors like social media engagement, interests, behaviors, age demographics, and user actions such as adding items to the shopping cart. This strategy aimed to yield optimal outcomes through an active retargeting approach.
- Optimization of Campaigns:
A year-long campaign was implemented with ongoing optimizations to achieve the best possible results. This optimization process relied on three key components: Collaborative Performance Advertising Solution (CPAS), an emphasis on Seasonal Holidays & Interests, and maintaining Creative Consistency.
The Execution:
- Development of Creative Assets:
Adopting the “test run” strategy, the approach involved showcasing one or a few top-selling products in product images. Furthermore, images of K-celebrities were prominently featured in model images to make the visuals more impactful.
- Crafting Ad Copy:
Concise and effective copywriting highlighted the main advantages of the products. Throughout the campaign duration, multiple tests were conducted using different creative variations to evaluate their impact.
The Outcomes:
Sulwhasoo SG achieved the highest Return on Advertising Spend (ROAS) of 1,078% during the 12.12 campaign, while Laneige MY recorded the highest ROAS of 635% during the 11.11 campaign. These results underscored the success of the strategies and tactics employed during the campaigns.