Staff Reporters
Nov 15, 2017

CASE STUDY: How Innisfree got Malaysians to try beauty serum

Looking to make waves in the skincare industry, Innisfree turned to VML to launch a social media campaign for its new product that was both engaging and educational.

Background and aim

Korean skincare and cosmetics brand, Innisfree, wanted to build and champion the Serum category in Malaysia’s skincare industry. While the country’s beauty industry had grown more competitive over the years, the sub-category was still in its infancy. In research conducted by VML Malaysia for Innisfree’s The Green Tea Seed Serum GTSS, the majority of respondents asked what a serum was.

As Innisfree’s social media agency of record, VML...

To continue reading this article you need to be registered with Campaign. Registration is free and only takes a minute. Register Now or sign in below if you already have an account.

Existing users sign in here

Forgotten Password?

Having trouble signing in?

Contact Customer Support at
cs@haymarket.asia
or call+852 2122 5227

Subscribe

Why Subscribe?

  • Campaign Asia-Pacific online premium content* including in-depth monthly focus on key trends and industry issues
  • Unlimited website access*, and an archive of more than 70,000 articles
  • Regular value-added supplements including brand health checks, sector studies, ad critiques and research charts
  • Daily newsletters and breaking story alerts straight to your inbox
  • New weekly feature articles on the latest research, innovation and marketing trends
  • Be the first to hear about industry events

or call +852 2122 5227
or email subscriptions@campaignasia.com

Campaign Jobs

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Related Articles

Just Published

Premium
Spring Festival an emotional rollercoaster for Chinese consumers: Alimama
Premium
5 hours ago

Spring Festival an emotional rollercoaster for ...

New research shows role of mixed feelings in rising middle class consumption patterns during Chinese New Year.

Premium
Value of data in focus at DMA China: Liveblog coverage
Premium
9 hours ago

Value of data in focus at DMA China: Liveblog coverage

Ad fraud, data monetisation and AI data mining are among topics being tackled at this year's Data Marketing Analytics China forum, taking place in Shanghai today.

Premium
How RFID can save Japan from its '2018 issue'
Premium
9 hours ago

How RFID can save Japan from its '2018 issue'

A shopper-marketing strategist at Beacon Communications looks on the bright side of a looming crisis for convenience stores.

Premium
Move and win roundup: Week of December 11, 2017
Premium
10 hours ago

Move and win roundup: Week of December 11, 2017

A weekly collection of notable people moves and account news.