What is innisfree known for

Client Overview

Innisfree is a South Korean cosmetics company.

They are the number 1 Korean brand that is known for being Korea’s first all-natural brand that pursues healthy beauty through the infusion of pure, natural and high quality ingredients straight from Korea’s Jeju island.

They landed on the shores of Singapore on the 22nd of November in 2013, and started to expand to 16 stores island-wide overtime.

Being one of the top well-known korean brands in Singapore, Innisfree has a vast range of products, ranging from skincare to cosmetics. Their range of products and categories are shown in the table below.

SKINCARE

MAKE UP

BODY

JEJU INGREDIENTS

CONCERNS

MOISTURIZERS

LIPS

HAND CARE

GREEN TEA

ANTI-AGING

SERUM & ESSENCE

EYES

FRAGRANCE

ORCHID

TROUBLE CARE

EYE CARE

NAIL

HAIR CARE

VOLCANIC

PORE CARE

MASKS

TOOLS

TOOLS

BIJA

FIRMING / LIFTING

CLEANSERS

LAVA SEAWATER

WHITENING

SUNCARE

POMEGRANATE

NUTRI-MOISTURISING

FOR MEN

TANGERINE

MOISTURISING

TOOLS

ECO SCIENCE

OTHERS

PERFECT 9

SOYBEAN

BLACK GREEN TEA

Though they are one of the more established Korean brands in Singapore, their social media platforms are not updated as frequently as other competing brands. It seems like they only upload a post when there is a new product launch or when they are having seasonal promotions; lacking in both consistency and frequency in their posts.

Similar to most South Korean brands in Singapore, they have a higher Facebook following than their Instagram page. Innisfree has over a ninety-nine thousand difference in followings between their Facebook and Instagram pages.

Besides the shortfall of posts and updates, they have much lesser and insufficient interactions with their audiences. Unlike other brands, such as Etude House which offers a chance for their customers to be featured on their Instagram page by simply tagging and using their provided hashtag in their own photos; Innisfree does not have such implementations. Not only that, they do not generate as much likes and comments on their posts.

Earned Media

Innisfree Singapore has significantly lesser interactions with their audience in terms of mentions, shares, reposts and reviews on their average products. With ‘viral’ products, there is definitely a higher level of interaction in terms of all the mentioned elements.

Owned Media

Since Innisfree launched in Singapore, they have been promoting their new brand lines with updates on their social media sites; with the occasional product giveaways to increase brand awareness. Since the time they landed in Singapore, they have established quite a strong brand presence.

Paid Media

Innisfree Singapore has implemented strategies such as display ads at bus stops, etc., paid influencers such as Speishi, etc., and social media advertising on Instagram, YouTube, etc.

2. Market Analysis

Innisfree’s target market is the Singapore segment, where the firm has an enormous assortment of existing and potential customer. Innisfree’s client range is from young to old including both the genders which range between 21 and 50 years old. The vast majority of Innisfree’s customers have a medium income of $S3,000 per month, with the clients are living in Singapore or foreign tourists traveling to the country to travel and shop. The most present enterprise’s products are for ladies, so Innisfree has the significant number of males who are also have a demand for skincare. Psychologically, customers of Innisfree own characteristics such as wanting everything, pursuing the latest fashion trends, strong fashion attitudes, or ideal motivation. In addition, the behavior of customers who buy brand products is seeking health benefits from cosmetic products.

The direct competitors of Innisfree in the Singapore market are the cosmetic enterprises, who are selling the cosmetic items and seeking the client at the same segment with Innisfree. Current competitors of Innisfree include The Body Shop, Dr.Oracle, J.One and Etude House, those companies that offer sustainable skin care products with reasonable prices to customers. Moisturizers cost are at The Body Shop are between S$12 and S$66 (The Body Shop 2019), while Innisfree have the priced for this product start from S$9 to S$ 108, this mean both company have the same market and customer segment. The other contender is cosmetic company who are from Korean and provide the similar scope of product, such as Dr.Oracle who are the Korean cosmetic association and offer the high quality product at more expensive rate (Dr.Oracle 2019). Customers tend to choose Innisfree's cosmetic products that they are offered less expensive product prices, better item quality compared to other companies. Potential competitors of Innisfree include SK-II, a cosmetic brand from Japan that now are one of the most famous cosmetic brand in Singapore. With the reputation of the brand and the quality of the products from SK-II, customer are more likely to choose SK-II rather than Innisfree.

Innisfree are participating in the cosmetic market, which they offering beauty to their customer cosmetic items related to skincare, body care and makeup products. According to Orbis Research (Global Cosmetics Products 2018), the beauty market be predicted slightly increasing in the next 5 years between 2018-2023 with a CAGR of 7.14%, which valued at from $532.42 billion to $805.61 billion. The interest for organic and nature cosmetic products has been rise over the past few years (The World Market 2019), and this is the positive effect on Innisfree as their core items revolve around organic and nature ingredients from Jeju Island, Korea. Besides, the worldwide natural cosmetic market size is anticipated to reach USD 25.11 billion by 2025, and it is foreseen to enroll a CAGR of 9.4% amid the conjecture time frame (The World Market 2019). Additionally, the Singapore’s cosmetic industry has valued at $1.161 billion in 2019, and expected to grow by 2.0% in the next few years (Statista 2019).

Innisfree has positioned consumer to perceive their product of health benefit that are organic and nature for all beauty product ingredients. The product offered by Innisfree are not seasonal, due to the customer often purchase the cosmetic items in any time the years. With the target market, where customers prefer sustainable products at reasonable prices, Innisfree's products become the daily necessities of customers. Innisfree’s product creates the difference point in term of the quality of items, that all products are generated from both organic and nature ingredients from Jeju Island. The quality of product meets the needs of customers on finding health benefits from organic and natural cosmetic products.

3. AdWords Strategy

The name of the campaign for this AdWord project is Jeju Skincare 2019. The objective of the project is maximizing the clicks from amongst existing and potential customer via internet.

3.1. Overall campaign goals and objective

The critical objectives and goals of the Jeju Skincare 2019, marketing campaign are as follow:

· To increase the online presence to the potential online customer on the internet.

· To increase the overall brand awareness and brand image amongst online users.

· Drive traffic to the brands website by increase 16% of the current interest traffic rate by November, 2019.

· Increase online among of follower and likes on Facebook and Instagram by 20% end of November, 2019.

3.2 Ad groups, rationale, keywords and negative keywords and text ads

3.2.1 Body Care

Rationale : An investigation on the Cosmetics and Personal Care Report directed for the current year: it figures that the income collected in Singapore's body care products market could add up to US$937m in only 2018 (Heng 2019). Dr Tan Kian Teo, a dermatologist at Skin Physicians at Mount Elizabeth Medical Centre Singapore, stated: "It is surely not too early to begin utilizing anti-ageing skin care products at 40 years old. How our skin ages rely upon numerous variables, for example, skin type and the amount of sun exposure (Teo 2015). There are numerous Influencers on social media these days, which have countless times showcased various products related to body care, based on the lifestyle which people lead in Singapore. Therefore, Innisfree aims to be a part of everyone’s daily routine where people utilise their “green tea” moisturizers and cosmetic products thereby leading to multiple health benefits and add to their improved sustainable lifestyle.

Keywords include- Makeup, skin care, moisturizer, essential oils, beauty, cosmetics, simple skincare, origins skin care, skin care products, Shishido skin care, philosophy skin ,e-100 ,skin care for men, body lotion, best body lotion, bath and body, shea butter, birch box, skin care brands, facial products, shampoo, curly hair, men haircuts, how to grow hair faster, haircut, hair, hairdresser, hair straightener, highlights hair, hair color, hair dye, Hairstyle, perm hair

Negative Keywords- Eczema, Acne scars.

Ad texts-

3.2.2 Skin Care Men

Rationale: Gone are the days when a washroom loaded up with lotions, serums and chemicals would be expected to be belonging to a lady. Men, as well, are as much into dealing with their skin, just as industry players and beauty product organizations, revealed to The Straits Times (Heng 2016). The 28-year-old guy who is dating someone nearly spends $400 every month on skincare. His regular schedule includes a facial wash, toner, sunscreen and serum to saturate and energise the skin (Bowers 2018). Therefore, Innisfree aims to target such men, who are as much interested as women when it comes to adding skin care in their daily routine.

Keywords Include- Facemask, Best eye cream, Best facial in Singapore, Fragrance, Best eye cream, Toner, Moisturizer, Razor, Essence, Face mask, Skin care, skin care brands, facial treatment for men, men skin care routine, simple skincare, men’s facial, origins skin care, skin care products, face of man, skin care tips, face moisturizer for men, Japanese skin care, Innisfree Mask, Shaving Cream ,After shave ,Forest Essentials ,Anti-aging cream ,skin care routine, collagen, caring skin

Negative Keywords - skin cancer, Pimples, acne cream, acne scars

Ad text-

3.2.3 Skin Care Women

Rationale- In the light of Innisfree's owned media (Facebook, Instagram), it can clearly be observed that the main target market or the marketing strategies have been designed to suit best for women. Beauty is being beautiful the way you are.” Therefore, it is this perception or belief and the attention which women provide towards their skin (Archer 2012). Innisfree helps such women in providing proper tutorials and how to utilize each product meant for different parts of the body. For example- Their smart skin analyser captures the image of the customer, analyses the condition of the skin and then provides recommendation on the best suited product (Rogerson 2018)

Keywords Include- skin care, face mask, Moisturizer, face mask, Serum, caring skin, Skinceuticals, Toner, mask, eye mask, skin, vitamin c serum, best eye cream, bb cream, facial, essence, exfoliate, essential oils, collagen, Cosmetics, Soap, tea tree oil, best facial in Singapore, facial Singapore, Aromatherapy, young living essential oils, Scrubs, Perfume, Fragrance, Shampoo

Negative Keywords- Eczema, acne scars, cystic acne, acne, skin cancer

Ad text-

3.2.4 Makeup

Rationale- As per the VALS theory and psychological market, the "Believers" in Singapore like to cherish prominence or moments with their families (Hui 2016) Certain parents like to bring along their toddlers while shopping. It is thereby important for Innisfree Singapore to target those families with children since it promotes specialised makeup for the young girls aged underneath 15 years of age. Another augmented-reality technology, which Innisfree has recently launched is called the “magic mirror”, where a customer gets the opportunity of virtually applying the make-up and then choose the best product (Da 2018)

Keywords include - Makeup, Cosmetics, Concealer, Beauty, Blush, Exfoliate, Foundation, Skin care, Toner, Primer, Blackhead removal, Pimples, Tea tree oil, Laniege, Etude House, Nature Republic, Missha, Sulwhasoo, 3CE, Tony Moly, The Face Shop, Mamonde, Moisturizer, Sephora Singapore, Sephora SG, Contour, Serum, Essence, Pimple treatment, BB cream

Negative Keywords - Pimples, Acne, Blackheads, Low, Combination skin, Winter skincare

Ad text-

3.3 Target audience settings

We plan to connect with precise potential customers in the target market through Google AdWords campaign by applying the in-market audience settings. Such a strategy is to keep customers from accidentally searching down for our client's (Innisfree) products and their services offered. Based on our client’s target audience settings, we have divided them into two broad categories: body and skin care for men followed by women.

3.4 Daily and weekly plans for spending their campaign budget

The campaign budget plan has been set to increasingly accomplish the objectives for impressions, clicks, cost per clicks (CPC) and Click through rate (CPR). According to the evaluated monthly revenue of Innisfree, a maximum budget of 7800$ / month shall be set. Likewise, $260 will be accounted for the daily budget, followed by $1950 being the weekly budget. This particular budget will be dispersed evenly among the four Ad groups. The allocation of each Ad group will be redistributed on a monthly basis depending on their success individually. Also, by adopting maximizing clicks bid strategy, there won't be any such issues for overspending the client’s budget. When customers search for keywords like "Innisfree", our client has also ranked the top position in the Google search engine. The accomplished outcomes will compensate for the vulnerable sides we set as the geo-targeting on the Google AdWords campaign

3.5 Keyword bidding

Since the strategy of maximising clicks naturally sets the CPC, Google AdWords will help in monitoring the day by day estimate for our customer; which could slowly increment or reduce the bidding following our pre-set budget plan while the campaign lasts. Moreover, slotting our negative words for every one of our four Ad groups stops Innisfree from showing up when a customer looks for the mentioned specific keywords. Nonetheless, we will be monitoring our client's budget to be in accordance with the prevalent classifications. Therefore, by utilising this strategy not only can Google AdWords keep control of our customers CPC, but our client can also manage and have full authority over it.

3.6 Geo-targeting

As discussed earlier, the location of a client’s business plays a vital role in determining the Singapore’s beauty and cosmetics market. Singapore’s market is quite dense, with shopping malls or health and beauty products store in almost every district. Henceforth, fitting the appropriate geographic target will be the customers who live or work in central Singapore, preferably Orchard Road. Innisfree is regarded as one of the leading brands when it comes to beauty and skin care products for both men and women, setting a store in Orchard road could be quite beneficial. Since this district is considered to be one of the most premier business, shopping and entertainment districts in Singapore (Ng & Liew 2016).

3.7 Goals for impressions, click, CPC and CTR

As per the overall budget plan of 7800$ per month for this respective Google adwords campaign, we aim to achieve around 630,000 impressions with 21000 clicks and CTR being 3.3% approximately. The average cost of CPC is estimated to be $0.48. These matrices shall be intently observed and changed in accordance with attaining the ideal objectives. If the overall goals and objectives work out well, such a campaign shall surely be beneficial for Innisfree, thereby increasing overall brand image and awareness along with a significant increment in Return of Investments (ROI).

3.8 Proposed Success Metrics

3.8.1 Google analytics

Google Analytics is a free web analytics tool offered by Google which enables a client to analyse his website traffic and track his digital effectiveness (Su 2017). Efficient utilisation of this tool can lead to a potential increase in Return on Ad Spend (Shivar 2018). Also, it helps our client Innisfree in taking note of potential or the regular customers mapping journey on how they figured out to discover our client's business through the internet.

3.8.2 Conversion tracking tool

The conversion tracking tool is an incredible asset in Google Ads (earlier known as AdWords) that gives a chance to recognize how well your client's ad campaign is producing leads, deals, downloads, email recruits, and other key activities for your business (Bell 2018). This tool empowers our client to check certainly every one of the achievement rates of the proposed four Ad groups, along with managing the overall budget in cases of future additional investment in the campaign.

3.8.3 Social Media Following

One of our campaign’s objective was to increase social media presence and brand awareness in the mind of consumers by 20%, for all the social media platforms like Instagram and Facebook along with the total website traffic. Since our proposed campaign is for 6 months (June-Noember 2019), after which all the social media platforms shall be analysed and assessed to decide whether the campaign has been fruitful in pulling in online brand awareness of our brand. All through the campaign, we intend to keep a track of our online platforms on a weekly basis, to see if there is an increase or decrease thereof.

4. Other relevant information

4.1 Viral Marketing Strategy

Viral showcasing is held for content that spreads like fire over the web. The objective is to get an advertising message out and empower individuals to send something along to everybody they know. It can be considered as a blend of WOM (Word of Mouth) and buzz marketing for the digital world (Hatch 2018). The table showcases the strategy of increasing Innisfree Singapore’s overall brand awareness in the minds of consumers. Viral Marketing is indeed a most ideal approach to let down a client's advertising costs as it isn't costly to dispatch but is exceptionally successful and quick in communicating the message to the prospective buyers.

Typical Women

Frame 1

Frame 2

Frame 3

A couple in their mid 50s were trekking in one of the forests in India, where they got stuck due to a severe landslide and her husband was hit by an enormous rock.

When his lower body got stuck, her wife tried all the possible measures to get rid of the rock but couldn’t help. Since there wasn’t any help nearby, she started crying out loud and praying to god for help.

Suddenly there was spotlight amidst the clouds and god turned up, asking the lady- what if I grant you with a wish, what would that be

The women replied, she would like to have the skin of a 16year old. Husband and god both were stunned.

4.2 Improving and Increasing Social Media Exposure

It becomes very significant for Innisfree Singapore to effectively refresh and update their online social media platforms, in order to better communicate with their potential customers, showcase their regular promotions and also to track down customer feedback. Now since their target market comprises of young millennials, it becomes very vital for our client to consider this as an advantage of their frequent utilisation of the web and successfully executing the viral marketing strategy. Another approach towards improving their social media exposure would be to collaborate with "Bloggers" and "Influencers" like Naomi Neo in Singapore (E.g. Beauty and Lifestyle Influencers. This step would not only help in expanding social media exposure but also to invite website traffic while connecting different social media platforms to their own website

5. Conclusion

To conclude and summarise the analysis, it can be stated that by utilising this AdWords campaign, we are intending to accomplish all our goals and objectives of expanding the brand image, awareness and social media presence. Google AdWords has helped our client Innisfree in giving recommendations regarding the planning of budget, determining the respective Ad groups along with the client's keywords selection. We likewise intend to develop and construct an unwavering client base which results in an increased market share for Innisfree. It is also predicted that this 6-month campaign would surely be successful, based on the objectives of 21000 clicks and 630k impressions. Google AdWords has helped our client Innisfree in giving recommendations regarding the planning of budget, determining the respective Ad groups along with the client's keywords selection. An expansion in brand awareness would conceivably prompt an expansion in the overall sales and positive WOM which is significantly favourable for Innisfree in the Singapore market.

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