IMC Marketing
Cetaphil
Comprehensive digital marketing and PR management for Cetaphil brand (Galderma Korea), executed from 2019 to 2020
Project & Mission
Integrated marketing communication strategy planning and execution to enhance brand awareness and increase sales for the Cetaphil brand
01 Sales growth through brand differentiation and increased awareness
02 Marketing and PR promotion for new product launches
Results & Award
Increase in Online and Offline Sales
Consistent sales growth for two consecutive years from 2019 to 2020
Received 2019 Marketing Year Award
Among Galderma’s global overseas corporations,
awarded the ‘2019 Marketing Year’
Received 2020 Olive Young Awards 1st Place
Ranked 1st in the Body Lotion category at the 2020 Olive Young Awards
Ranked 1st Place in the Boday Care Market
Achieved the top spot in the 2019-2020 body care market brand
rankings Ranked 1st in the lotion and cream category
Kantar Worldpanel Division
Lotion Brand Consumer Reputation 1st Place
Ranked 1st in consumer reputation for lotion brands in 2020
Held the top spot (February ~April, October ~ December) and
ranked 2nd (January, May, and September) in brand reputation
Based on consumer big data analysis
by the Korea Corporate Reputation Research Institute
Recognized as a Naver Advertising Success Case
2019-2020 Naver Shopping Insights
Achieved top rankings in popular search terms and selected
as a Naver advertising success case
Marketing Activites
Full Funnel Marketing Service
We crafted and executed effective full-funnel marketing strategies driven by data insights, tailored to the customer journey
Campaign : Video Creatives
Purpose of the Campaign
In the busy lives of working moms, finding time for self-care is essential.
Cetaphil understands this need and positions itself as a trusted ally in their self-care journey.
Through our marketing efforts, we emphasize Cetaphil’s role as a vital component of a woman’s daily routine, promoting wellness and empowerment.
Contents Creative &
Owned Media Channel Operations
Instagram, Facebook, NaverBlog
Influencer Marketing
Utilizing influencers tailored to the Cetaphil brand and products, we actively bolster viral marketing efforts – from Instagrammers and power bloggers to YouTubers.
Through a comprehensive Seeding Program encompassing mega to micro influencers, we aim to amplify brand visibility and engagement
Media Mix Buying &
Advertising
Developing and executing media mix strategies tailored to the consumer journey stage of the funnel and marketing goals
Displayed as One of Naver Marketing’s
Successful Case Studies
- Utilizing Naver’s Fashion Beauty Panel “Hot New Items” and “Brand League” to drive promotions → Increasing traffic to curated landing pages
- Collaboration with beauty content specialist creator group – Naver Viewstar
- Implementing Naver M-Viewer bumper ads (In-stream video bumper type) and native video ads to elevate brand recognition and consideration by 155% along the consumer’s purchase journey
- Conducting PC Searching View ads → Maximizing brand exposure to users searching for product-related keywords, increasing brand familiarity with potential customers
Key Achievement and Insights
Cetaphil On-Offline PR
Offline PR & Event
Overall planning and execution of press conferences and offline events (Beauty Talk Show, User Experience Zones) to celebrate new product launches
Online PR
Newspaper (print + online) and magazine (print + online) PR – Total of 7 times (averaging over 50 media PR placements)
Cetaphil’s “Self-Care Time” Fall Campaign PR
- Coverage in over 40 online newspapers
CEO Interview with Money Today News Article
- “Cetaphil, Double-Digit Growth in Korean Market… Will Be Key Market Entry Point”
Launch of Cetaphil Gentle Foaming Cleanser (Press Conference)
- Featured in over 100 online media outlets
Cetaphil, Ranked 1st in Body Moisturizing for 9 Consecutive Years
Release of Cetaphil Gentle Body Wash 500ml
Start of FW Campaign for Cetaphil… “This Fall, #MoisturePursuit!”
Cetaphil, Collaboration with Author Kim Cham Sae for Merchandise Revealed
E-Commerce Optimization
to Boost Sales
Enhancing Cetaphil E-Commerce store performance through optimization strategies and management tasks aimed at boosting sales
Online Store Optimization Tasks
01 Analyzing issues within online stores and presenting optimization strategies
02 Monitoring, executing advertisements, and improving ROAS
03 Enhancing SEO for online stores
04 Smart Store renewal
05 Managing Naver Smart Store
06 Designing product detail pages for all online stores
