Target Market: Malaysia
Duration: 3rd Year Active (Since July 2023)
Key Result: 13.7 Million Total Impressions & 15.9k TikTok Followers
The Takeaway: By executing a hybrid digital strategy—anchored by premium agency production and high-converting, localized User-Generated Content (UGC)—we successfully established immediate digital authority for a new-to-market Korean skincare brand.
The Objective
As a leading dermocosmetic brand under the global Amorepacific portfolio, ILLIYOON required a highly strategic digital launch into the competitive Malaysian skincare market. Starting with zero digital footprint, the core objective of this ongoing multi-year retainer was to build immediate brand trust, educate local consumers on clinical product USPs (such as ceramide technology and sensitive skin repair), and rapidly acquire an active community across Facebook, Instagram, and TikTok.
Our Strategy
To bypass the slow growth typical of fresh accounts, we engineered a hybrid content architecture tailored for high algorithmic visibility. A baseline of premium, agency-developed assets was deployed monthly to maintain strict global visual equity. We strategically supplemented this with a high-volume pipeline of localized User-Generated Content (UGC). By sourcing local creators to address specific, highly relatable skincare pain points (such as pregnancy stretch marks and tropical climate sun protection), we successfully translated global clinical formulations into authentic local social proof.
Key Campaign Highlights
- Massive Market Entry Visibility: Successfully launched the brand’s digital presence from absolute zero, capturing over 13.7 million cross-platform impressions across Meta and TikTok.
- Rapid Community Cultivation: Executed a flawless TikTok market entry, scaling the localized account from inception to 15,900+ active followers within 18 months using a 100% creator-led approach.
- Algorithm-Breaking Interaction: The hybrid UGC strategy yielded incredible community participation, generating over 1.65 million total cross-platform engagements.
- High-Efficiency Media Scaling: Strategically maximized a lean, highly constrained monthly media budget by continuously optimizing the ratio between premium brand assets and high-converting, culturally localized influencer collaborations.