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THE CAMPAIGN THAT GREW AN INSTAGRAM ACCOUNT BY 17,000 FOLLOWERS IN 12 MONTHS.

Find out how we developed a leading Instagram campaign that launched a brand within Australia.

GET IN TOUCH. GET RESULTS.

THE CAMPAIGN THAT GREW AN INSTAGRAM ACCOUNT BY 17,000 FOLLOWERS IN 12 MONTHS.

Find out how we developed a leading Instagram campaign that launched a brand within Australia.

GET IN TOUCH. GET RESULTS.

innisfreephone_2

INNISFREE

INSTAGRAM MARKETING

THE MISSION:

Innisfree is a natural skincare brand that was founded in Korea. They are globally known for their eco-friendly products made from naturally sourced ingredients from the pristine Jeju islands. Because of their quality and carefully sourced products, Innisfree attracts customers from a broad age range. Innisfree is considered the largest ‘k-beauty’ brand with a reported $500m USD in sales in 2018.
With plans of entry to the Australian market, innisfree commissioned CODI™ to launch their Instagram presence with a strategic marketing campaign. The objective was to grow their Australian social media following and establish their brand identity through producing original content using their Instagram as a source of reference for new customers and as social validation. Innisfree planned to use this platform to be able to effectively advertise their new products, events and latest news to an engaged audience in a new market.
17 K
FOLLOWERS
gained within 12 months
3 %
ENGAGEMENT
rate on average
300 +
IMAGES
produced during the campaign
innisfreephone_2

INNISFREE

INSTAGRAM MARKETING

THE MISSION:

Innisfree is a natural skincare brand that was founded in Korea. They are globally known for their eco-friendly products made from naturally sourced ingredients from the pristine Jeju islands. Because of their quality and carefully sourced products, Innisfree attracts customers from a broad age range. Innisfree is considered the largest ‘k-beauty’ brand with a reported $500m USD in sales in 2018.
With plans of entry to the Australian market, innisfree commissioned CODI™ to launch their Instagram presence with a strategic marketing campaign. The objective was to grow their Australian social media following and establish their brand identity through producing original content using their Instagram as a source of reference for new customers and as social validation. Innisfree planned to use this platform to be able to effectively advertise their new products, events and latest news to an engaged audience in a new market.
17 K
FOLLOWERS
gained within 12 months
3 %
ENGAGEMENT
on average
300 +
IMAGES
produced during the campaign

THE PROCESS:

We knew that working with an iconic brand like Innisfree would personally challenge us to deliver results that exceeded all expectation, especially as innisfree’s social media presence was a large part of their channel mix and a part of their market entry strategy. We were excited at the prospect of launching the largest k-beauty brand into Australia!
CODI™ typically begins any social media campaign by canvasing the hard data available in order to draw parallels with the creative vision so as to direct strategy. We did this by studying their social media pages from other markets and considered the production budget and capabilities in those areas. This allowed us to communicate to innisfree what was achievable and what was limited based on the market challenges. After consideration internally and with the innisfree team, we collectively determined that lifestyle-based product photography would translate well with the Australian audience. This would also differentiate the Australian Instagram account from other product driven accounts in other existing markets. This approach would be a standout process for the brand and make them unique amongst other natural beauty brands in Australia which were typically marketing features and benefits online. It would also introduce Korean beauty trends such as sheet masks, and glass skin to a uniformed community. Our aim was to bridge a connection to the audience with high quality and relatable imagery and allow that to be the tool that organically grew the account.
As with most growth campaigns, there were periods of peaks and valleys in engagement and follower growth. In the first few months of the campaign, innisfree gained followers rapidly. The Australian market welcomed this new brand into their homes and were excited to be exposed to new and innovative products. However, challenges arose
when the growth began to stagnate. Innisfree was certain that the content played a role in the decline of their growth and were concerned if the content was engaging enough to continue to grow. It was our strong belief we had to reassure all stakeholders involved that even with social media platforms, consistency in growth isn’t always guaranteed and with analysis of the insights, we were able to recalibrate and get back to the desired results with a few minor tweaks to content. This was a learning opportunity for all involved as the campaign displayed the everchanging nature of the Instagram landscape and how algorithm and platform changes require daily attention from those managing an Instagram page.
We delivered monthly reports that identified the content with the highest performance/engagement rates. This allowed us to re-strategize our action plan and realign their content pillars to suit when required. Our analysis of the challenges were successful and shortly after innisfree’s Instagram page saw their followers and engagement started to rise again which is continued to do throughout the length of the campaign.
innisfree_phone1
innisfree_phone3

THE RESULTS:

CODI™ was able to deliver beautiful images that were paired with copy that had a clear tone of voice and brand story from the very start of the campaign. This determined much of the direction of their future visuals as it formed the basis of what success looked like for the business. By communicating with innisfree on a regular basis, we were able to stay on top of what instant changes needed to be made in order to keep the results always on a positive incline. This kept both businesses on the cutting edge of content ideas and strategy.
It was no surprise that our thorough content monitoring cycle of analysis, planning execution, allowed us to grow the Innisfree account to over 17K engaged and supportive followers in just a single year. We were able to see tanglible results of our efforts when the first physical Australian innisfree store was in Melbourne Central. Continuing to grow in brand awareness and returning customers, innisfree opened five more stores across Melbourne and expanded to Sydney with three more stores the following year while working with CODI™. Each opening brought in long lines of eager customers waiting to see the products they connected with through social media.
It was a pleasure to work alongside an industry leading brand in the beauty market and help them launch into Australia successfully. They continue to have a large online following and remain in a powerful position for growth.
innisfree_phone3

THE RESULTS:

CODI™ was able to deliver beautiful images that were paired with copy that had a clear tone of voice and brand story from the very start of the campaign. This determined much of the direction of their future visuals as it formed the basis of what success looked like for the business. By communicating with innisfree on a regular basis, we were able to stay on top of what instant changes needed to be made in order to keep the results always on a positive incline. This kept both businesses on the cutting edge of content ideas and strategy.
It was no surprise that our thorough content monitoring cycle of analysis, planning execution, allowed us to grow the Innisfree account to over 17K engaged and supportive followers in just a single year. We were able to see tanglible results of our efforts when the first physical Australian innisfree store was in Melbourne Central. Continuing to grow in brand awareness and returning customers, innisfree opened five more stores across Melbourne and expanded to Sydney with three more stores the following year while working with CODI™. Each opening brought in long lines of eager customers waiting to see the products they connected with through social media.
It was a pleasure to work alongside an industry leading brand in the beauty market and help them launch into Australia successfully. They continue to have a large online following and remain in a powerful position for growth.

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