Challenge

Sulwhasoo wanted to strengthen brand awareness in the US luxury beauty market, in order to solidify its presence and overall increase brand affinity, and ultimately grow US sales. With an overcrowded but increasingly growing market, Sulwhasoo’s approach focused on building an opportunity for consumers to explore its brand universe and understand its unique position within the luxury beauty industry, in a locally relevant way.

To grasp customer attention, Sulwhasoo had prepared big bet activities across ambassadors, partnership, to be set as hero moments and asked Mano to help maximize the impact of the campaign in the US market. The US team was missing the methodology and the understanding around how to launch full funnel campaigns that help improve each layer of the funnel while also creating a full funnel trickle down effect to increase sales.

Solution

To address the challenge, Mano introduced the US team to their bespoke orchestration methodology. The methodology focused on clarifying goals and working cross functionally, breaking marketing silos to avoid dispersed activities and instead focus on shared full funnel efforts across media, assets, activations.

We collaborated with the marketing team to evaluate their pre-planned activities, with the aim of estimating the value of their efforts and craft a full funnel campaign strategy and roadmap for amplifying marketing efforts across the campaign duration.

To maximize the potential impact of their pre-planned marketing activities, we created a tailored media sufficiency analysis. The framework helped inform attribution as well as prioritize investment and efforts for each funnel stage while clarifying how each touchpoint contributes to marketing goals. The analysis concluded that Sulwhasoo was insufficient and resulted in a change in media budget and buying strategy to ensure full funnel optimisation and reached goals. The updated media mix focus informed by Mano helped the Sulwhasoo US team understand how to shift investment and efforts to generate a greater collective impact with results reaching beyond targets.

Once the campaign went live we conducted monitoring of performance on a weekly basis to help the team identify further potential optimisations and understand the trickle-down effect of their full funnel marketing efforts around strengthening the brand and increasing sales.

Impact

Working with their first ever orchestration approach to marketing, the US Sulwhasoo team generated results that pushed the bar further becoming the most talked about brand in the category (29.1K mentions and 1.3M interactions across earned content only). This spilled over into a 110% increase in website traffic YoY and new customer acquisition, with a 19% increased website revenue vs the past.