How can we help DIB gain brand awareness and sales growth through consumer positioning?
DONGINBI was a newly launched luxury skincare brand by KGC (Cheong Kwan Jang), the most famous Korean ginseng brand with over 100 years of history. To both promote the new skincare brand and introduce health benefits from Red Ginseng, DONGINBI partnered with Oceanwing on Amazon selling and brand building.
2. The Challenge
Neither the brand nor the active ingredient - red ginseng was familiar with skincare consumers in the U.S. Without a differentiated brand equity/product positioning, DONGINBI was hard to compete with local skincare big brands.
3. Our solutions
Working with our beauty expert networks and fully leveraging A/B testing capabilities, we developed a unique brand strategy for DONGINBI. With a differentiated ingredient story on “the power of red ginseng” “over 100 years of history”, we identified a 3-steps target audience roadmap “Asian American” “K-beauty insider” “Young & trendy skincare consumer”, put together a multi touch-point targeted reach digital marketing plan.
4. Key Results
- Sales over $100,000 in 1st month, spend per purchase 60% higher than the industry average
- Branded search volume growth over 3750%
- 60% Asian American reach during stage 1, earned 200% vs target non-Asian American reach