About INNISFREE
INNISFREE is a renowned cosmetics brand from South Korea, known for its philosophy of natural beauty and commitment to environmental protection. Established in 2000, INNISFREE is the first Korean brand to use natural ingredients sourced from Jeju Island – a place famous for its pristine environment and abundant natural resources.
INNISFREE’s products focus on natural ingredients such as green tea and volcanic ash, providing comprehensive and gentle skincare solutions. With superior product quality and a commitment to sustainable social responsibility, INNISFREE has earned the trust of consumers worldwide.
Challenges
Despite significant investments in marketing, INNISFREE faced difficulties in connecting with customers, particularly Gen Z who are known for their love of experiences and enthusiasm for exploring new product lines.
One of INNISFREE’s standout products recently is Vitamin C. INNISFREE needed an effective strategy to boost brand awareness for the Vitamin C product line while enabling users to easily experience the product and understand its key benefits.
INNISFREE implemented a sampling campaign on The Master Channel to optimize the distribution process for its Vitamin C product samples. The campaign was designed to achieve 2 main objectives:
- Reach potential customers and encourage them to try the product, thereby communicating the benefits of Vitamin C for skin health.
- Measure the effectiveness of the online-to-offline (O2O) strategy and gather additional customer data from the campaign. This data would help improve customer service, enhance user engagement, and strengthen future marketing campaigns.
O2O Sampling on The Master Channel
In a market where consumers increasingly expect more value from their interactions with brands, sampling must go beyond simply delivering product samples. The O2O sampling solution on The Master Channel enabled INNISFREE to directly reach target customers with identifiable data, upgrade and expand the sampling process from online to offline channels, and enhance user experience through interactive engagement scenarios.
Launched in June 2022, The Master Channel is a concept pioneered by PhD. Đinh Mộng Kha. It is defined as a methodology and toolset designed to elevate marketing campaigns through Zalo, centered on four key pillars: Channel, Experience, Warm, and Educate. By integrating The Master Channel into their marketing efforts, businesses can easily achieve their goals of data collection and fostering long-term customer engagement. This is made possible through its creative, fast, and innovative approach to campaign execution, including sample and voucher distribution, Gamifying The Master Channel,…
INNISFREE Implements Sampling Campaign with Surveys on The Master Channel
By combining product sampling with surveys and registration forms on this platform, INNISFREE successfully collected identifiable customer data. This valuable information served as a foundation for developing personalized customer care strategies and enhancing future marketing campaigns.
Leveraging potential customers from Facebook, INNISFREE redirected users to complete surveys on The Master Channel’s Zalo platform. This approach not only increased Zalo OA followers – a highly effective interaction channel but also helped optimize customer care costs and enabled businesses to reconnect with existing customers, achieving higher conversion rates.
- Customers could easily open the survey form, quickly fill in their personal details (auto-filled for convenience), and answer simple questions.
- Upon completion, they received a voucher code for the INNISFREE Vitamin C Green Tea Enzyme Brightening Serum trial kit (valued at 100K) along with a list of nearby offline stores where the samples could be redeemed.
- By presenting the voucher code to staff at their nearest store, customers could instantly receive the latest product samples from INNISFREE.
Additionally, with support from the Mini App Pango Connect, INNISFREE could recommend the nearest store locations for each customer, ensuring maximum convenience for sample redemption. This feature not only enhanced customer satisfaction but also encouraged in-store visits, increasing conversion rates and creating deeper engagement between the brand and its consumers.
Sampling through The Master Channel also provided high accuracy in measuring campaign performance, allowing INNISFREE to closely monitor each step of the customer journey from app engagement, survey completion, to sample redemption. These metrics were delivered in real time through PangoCDP.
The Master Channel helped INNISFREE optimize costs by consolidating all customer data into a single unified platform. With consistent and easily accessible data, INNISFREE was able to conduct in-depth analysis of user behavior, preferences, and needs. Leveraging these insights, the brand could build more effective retargeting and personalized marketing strategies without investing in additional fragmented systems or complex resources. This approach not only reduced costs for data analysis and management but also enhanced the accuracy of marketing strategies, improving conversion rates for future campaigns.
Results
After three months of implementation, INNISFREE’s sampling campaign with The Master Channel delivered impressive outcomes:
- Nearly 40,000 interactions were recorded, demonstrating the campaign’s strong appeal and its effectiveness in reaching target customers.
- 50% increase in Zalo OA followers, enabling INNISFREE to maintain customer engagement at a lower cost.
- 18.3% in-store sample redemption rate, reflecting a high level of customer commitment and genuine interest as they transitioned from online interaction to in-store experiences.
- The collected data played a crucial role in providing valuable insights, giving INNISFREE’s marketing team a solid foundation to plan future campaigns that optimize conversion rates and enhance user experience.
This collaboration not only increased product awareness for INNISFREE but also established a systematic process for effectively reaching and nurturing customers in the long term.
